Hyundai Design & Branding CARFE / EXTREME MAKEOVER by Innocean Seoul

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CARFE / EXTREME MAKEOVER

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Industry Cars
Media Design & Branding
Market South Korea
Agency Innocean Seoul
Director Beom Sik Cho
Creative Director Tae-Hyung Kim
Account Supervisor Gun Woo Oh, Jae Won Jeong
Released October 2011

Credits & Description

Category: Permanent Retail
Advertiser: HYUNDAI MOTOR COMPANY
Product/Service: HYUNDAI MOTOR COMPANY DEALERSHIP STORE
Agency: INNOCEAN WORLDWIDE
Senior Vice President: Woo Chan Lee (Innocean Worldwide)
Vice President: Thomas Han (Innocean Worldwide)
Senior Account Director: Kyung Wook Jeon (Innocean Worldwide)
Senior Account Director: Tae Woo Hwang (Innocean Worldwide)
Account Supervisor: Gun Woo Oh (Innocean Worldwide)
Account Supervisor: Jae Won Jeong (Innocean Worldwide)
Creative Director: Hyung Tae Kim (Innocean Worldwide)
President: Jae Pil Jeon (Design Mecca)
President: Seung Geol Lee (Pep Design)
Director: Beom Sik Cho (Pyx)
Media placement: Parmanent Retail Store - Car Dealership Store - 11 Oct 2011 - Present

Describe the brief from the client
There are 874 Hyundai Motors Dealership stores in South Korea. It is easier to find than coffee place. The property of car dealership store relatively needs huge scale space, but customers usually visit just once, when they need to buy one. The lease on car dealership space - at least 300m2 is about US$1,000 a day in Seoul, Korea, but only very few customers daily. Also car dealership stores are male dominated domains. Therefore, there is no communication channel relevant to women and 18-35 year-olds.

Describe the challenges and key objectives
Our mission was to make visiting consistent, and create a customer friendly car dealership store; not just to gather more people for a temporary visit. In Korea businessmen drink up to 4 cups of coffee every day. The idea of collaborating with coffee could make the barrier lower, and appeal to a wider range of people, in entering Hyundai Motor Company dealership store. Also drinking coffee at a coffee spot needs at least 15 minutes, which is enough time to create intimacy with a new product. People become more friendly with Hyundai Motor Company while drinking a good cup of coffee.

Describe how you arrived at the final design
We tried to create a new environmental space by combining 2 different brands naturally, rather than physically putting a coffee space and car dealership store together. Basically it was developed from a concept of 'Outdoor Cafe' on the street in Europe, where coffee and streets filled with cars exist together. To bring the atmosphere of a European outdoor cafe into a car dealership store, we set a cobble-stoned floor to enhance the reality, and positioned a car as an object with a coffee bar as a background. Then, the new car dealership space, where customers get an emotional experience, was born.

Give some indication of how successful the outcome was in the market
Regional branch car sales increased 200%. Also coffee sales increased 200%. It is voted the 'Best Regional Branch of the Year' in 2011, and there are about 80,000 visitors since the beginning of this collaboration October 11th, 2011. Key media both online (more than 5,630 blog posts on leading marketing, automotive, and design architecture blogs) and offline (including MBC news, 1 of the major broadcasting companies in Korea) rapidly wrote about this collaboration. More than 361 media coverage in newspapers and magazines covered the campaign. And Hyundai Motor Company decided to open 10 more 'CarFé' across South Korea.