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.

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.

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.