THE PROBLEM TO SOLVE

Hyundai was behind in competence and ruggedness metrics. And for American SUV buyers, that’s a non-starter. If we could boost these perceptions, quality views of the brand would also improve.

And while this wasn’t just a problem for the Santa Fe, as the brand’s most rugged and capable SUV, it needed to be the capable poster child for Hyundai.

The insight

The new Santa Fe stood out from the crowd as an adventurous and fun SUV in its class, equipped with lots of thoughtful and unique capabilities to make life easier.

Core buyers told us that they need an SUV that can do both: the drop-offs and grocery runs during the week, and the road trips and adventures on the weekends.

While the adventurous SUV is a well-trod message, Hyundai could breakthrough by embracing the emotional journey of the weekend warrior empowered by the Santa Fe.

the solution

Show how Santa Fe’s capabilities let you unleash your weekend warrior.