Cannes Lions

HEXAGARANTIA V4

INNOCEAN WORLDWIDE BRAZIL, Sao Paulo / HYUNDAI / 2014

Case Film

Overview

Entries

Credits

Overview

Description

A 360 campaign to establish Hyundai as the most loved automotive brand, appropriate the "HEXA" territory and reinforce the commitment to quality by increasing the five-year warranty to six years for all cars bought in 2014 until the end of the FIFA World Cup 2014. As Brazil tries to win its sixth soccer world cup, and brazilians cheer for the “hexa”, Hyundai brings hexawarranty.

Execution

Started as a pre-launch/teaser phase on internet, followed by mass media communication: TV / print ads / POS materiais / OOH. But more than that, Hexagarantia campaign is an umbrella campaign that will permeate the entire brand communication during the FIFA World Cup 2014.

Outcome

Hyundai Mkt share increased from 5.86% to 6.59%. While Brazilian Mkt sales fell 1.7%, Hyundai sales increased 10%. The 6 yrs warranty reinforced Hyundai quality perception and made the brand closer to brazilians.

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