Hyundai Case study HYUNDAI LIVE SMART by Innocean Toronto

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Industry Cars
Media Case study
Market Canada
Agency Innocean Toronto
Director Michael Gramlow, Leigh Marling For Blue Sourde
Associate Creative Director Bart Smith
Executive Creative Director Gary Westgate
Released September 2010

Credits & Description

Category: Titanium and Integrated
Product/Service: HYUNDAI
Date of First Appearance: Sep 13 2010
Entry URL:
Executive Creative Director: Gary Westgate (Innocean Worldwide Canada, Inc)
Associate Creative Director: Bart Smith (Innocean Worldwide Canada, Inc)
Art Directors: Noel Fenn/Damon Crate (Innocean Worldwide Canada, Inc)
Writers: Danielle Haythorne/Nelson Quintel/Adrienne Annau (Innocean Worldwide Canada, Inc)
Broadcast Producer: Alina Prussky (Innocean Worldwide Canada, Inc)
Interactive Producer: Lida Naydek (Innocean Worldwide Canada, Inc)
Production House: (Radke Film Group)
Production House: (Lollipop)
Cinematographer: Chris Soos
Director: Leigh Marling
Director: Michael Gramlow
Executive Producers: Miriana DiQuinzio/Edie Weiss/Amanda Loughran
Production House Producer: Mark Hall
Editing Company: (School Editing)
Animation: Naveen Srivastava (TheVanity)
Music House/Sound Design: Joey Serlin (Vapour)
Animation/Illustrator: Jeff Huang
Colourist/Transfer: Bill Ferwerda (Notch)
Account Director: Gail Dhruv (Innocean Worldwide Canada, Inc)
Account Manager: Thomas Flood (Innocean Worldwide Canada, Inc)
Media placement: TV Campaign - 3 Spots - Global - 13 September 2010
Media placement: Online Youtube Page - YouTube - 13 September 2010
Media placement: Greeting Card - Direct Mail - 13 September 2010

Describe the campaign/entry
The goal of this campaign is to redefine the perception of what Hyundai is, not just in the cars they make, but in everything they do.
Current consumer perception is that they are affordable vehicles but lack quality and design. We needed to educate people that Hyundai's vehicles are not only affordable but dependable and beautifully designed, and most importantly, are leading the industry in fuel-efficient technologies.

Describe how the campaign/entry was launched across each channel in the order of implementation
We launched the campaign with a TV spot featuring the Sonata Hybrid. Three weeks later, we followed up with the second spot for the Sonata Turbo and launched a YouTube channel at the same time. Rich media was also launched at this time driving viewers to the Youtube channel which featured videos on how we created a non-carbon campaign.

Give some idea of how successful this campaign/entry was with both client and consumer
Recent consumer tracking and sales monitoring has indicated consumers' perception of the brand during September-December of 2010 shifted from a value based brand, to a brand that is now more closely linked to quality and style. Sales in the sedan segment reversed market trends during the launch of the campaign throughout the fall while competitors remained in a downward trend.