Hyundai Promo EQUUS IPAD by Innocean USA

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Industry Cars
Media Promo & PR
Market United States
Agency Innocean USA
Executive Creative Director Kevin Mccarthy - Jeff Spiegel
Creative Director Doug James, Robert Prins
Art Director Alex Chu, Jera Mehrdad Acd
Copywriter Beau Elwell
Account Supervisor Joan Palmer
Released November 2010

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: HYUNDAI
Product/Service: AUTOMOBILE
Date of First Appearance: Dec 1 2010
Entrant Company: INNOCEAN WORLDWIDE AMERICAS, Huntington Beach, USA
Entry URL:
Executive Creative Director: Jeff Spiegel (Innocean Worldwide Americas)
Creative Director: Doug James (Innocean Worldwide Americas)
Creative Director: Robert Prins (Innocean Worldwide Americas)
Interactive Creative Director: Kelly Kliebe (Innocean Worldwide Americas)
Art Director: Jera Mehrdad (Innocean Worldwide Americas)
Art Director: Alex Chu (Innocean Worldwide Americas)
Copywriter: Beau Elwell (Innocean Worldwide Americas)
Director Interactive Marketing: Milind Raval (Innocean Worldwide Americas)
Account Supervisor: Joan Palmer (Innocean Worldwide Americas)
Production Manager: Julie Chattong (Innocean Worldwide Americas)
Media placement: IPad App - Apple iTunes App Store, And Subsequent Coverage In Multiple Media Channels - November 26, 2010

Describe the objective of the promotion.
The Equus was Hyundai's first foray into the high-end car segment. Our goal was to establish this new vehicle from a "value-brand" as a legitimate contender among the flagship sedans of Mercedes, BMW, and Lexus, and to create interest and buzz among forward-thinking luxury car owners.

Describe how the promotion developed from concept to implementation.

Hyundai gave the new Equus everything that the S-Class, 7-Series and LS460 have, except a traditional luxury pedigree. But they also gave every Equus a complimentary iPad. We used that as an opportunity to position the Equus as the untraditional luxury performance sedan, and replaced the old-world owner’s manual with an iPad. We partnered with Accent Digital, Rage Digital and Armstrong White to develop an app that wasn't just a PDF, but a dynamic, interactive experience that enlightened and entertained as well as informed, working closely with Hyundai and Apple throughout the process to make it perfect.

Explain why the method of promotion was most relevant to the product or service.
The Equus had a limited advertising budget, so we had to be smart with our media. But we saw the iPad as more than a unique selling point – it could also be a unique media vehicle.

Instead of making an e-book version of the owner's manual, we created the first-ever, interactive owner's manual app for the iPad, available for free at the App Store. This way, it entertained and informed new owners as well as prospective buyers, and redefined owner’s manuals, luxury, and even what an advertisement is.

The medium was the message, and vice versa.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The app has garnered tons of attention for the Equus in the media, and not just in the automotive world. News outlets from CNET to the Wall Street Journal featured stories on the Equus app, and it was named by Fast Company as number 1 of "100 innovative Apple-affiliated achievers changing our life."

Sales of the Equus have far outpaced objectives, and in only three months Hyundai has already garnered a six-percent share of the premium luxury segment, year-to-date.