MOVE YOUR THINKING by Innocean Seoul for Hyundai

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MOVE YOUR THINKING

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Industry Cars
Media Print, Magazine & Newspaper
Market South Korea
Agency Innocean Seoul
Creative Director Hye Jin Won
Art Director Jae Seok Lee, Sung Ryong Lim
Copywriter Mun Jae Won, Jin Hee Noh
Group Account Manager Pramod Kumar
Account Supervisor Oh Se Young
Illustrator Willis Lee
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Consumer Engagement Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Consumer Engagement
Advertiser: HYUNDAI MOTOR COMPANY
Product/Service: AZERA
Agency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertiser HYUNDAI MOTOR COMPANY
Product AZERA
Entrant INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Type of Entry: Use of Media
Category: Best Consumer Engagement
Title: MOVE YOUR THINKING
Advertiser/Client: HYUNDAI MOTOR COMPANY
Product/Service: AZERA
Entrant Company: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
DM/Advertising Agency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Agency: MPG MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Group Account Director: Steve Il Soo Jun (Innocean Worldwide HQ)
Account Director: Woo Seok Choi (Innocean Worldwide HQ)
Account Supervisor: Se Young Oh (Innocean Worldwide HQ)
Account Manager: Matt Sungmin Bae (Innocean Worldwide HQ)
Creative Director: Hye Jin Won (Innocean Worldwide HQ)
Art Director: Sung Ryong Lim (Innocean Worldwide HQ)
Copywriter: Jin Hee Noh (Innocean Worldwide HQ)
Illustrator: Willis Lee (Innocean Worldwide HQ)
Media Planner: Jenny Joo Yeun Lee (Innocean Worldwide HQ)
Media Planner: Jun Park (Innocean Worldwide HQ)
Deputy General Manager: Arijit Sen (MPG Middle East)
Media Director: Seza Bedros (MPG Middle East)
Group Account Manager: Pramod Kumar (MPG Middle East)
Manager: Jihoon Lee (Hyundai Motor Company)
Copywriter: Mun Jae Won (Innocean Worldwide HQ)
Art Director: Jae Seok Lee (Innocean Worldwide HQ)

Results

Result :
Now, people can see and experience the Azera in 360 degrees on the print, without visiting dealerships or watching the TV commercial.
Without any additional media execution after the execution of this print ad in the Pan-Arab region (Middle East) :
1. 130% increased on the total number of visitors at the dealerships
2. 210% increased on the brochure requests via homepage
3. 230% increased on the test-drive requests via dealer shops

Creative Execution

Idea :
By using the afterimage effect of animation movie, make the Azera move in 360-degrees with a striped-transparent film.
To make the Azera rotate, we gathered several images of the Azera in different angles, sliced them in vertical and relocate them in a special order.
In this way, people can experience the optical illusion and see the Azera rotating in different angles when moving the striped-transparent film left and right.


Background & Insights:
Examining the media spending in Middle east, most of automobile brands are showing a tendency to spend huge money on executing print ads for middle east market. However, despite of its high-cost, the automobile print ads mostly considered to be boring and to lose people’s interest because of its crucial limitation on paper: it can only show still images.
Mission :
Break the stereotype of print ad being a still image!
Make a ‘moving-image’ print ad that people may have never seen before to get their attention on the Azera’s print ad.