In Switzerland, quality in cars is often associated with German vehicles. For this reason, Hyundai was deliberately placed as "The German among Asians" in a series of radio ads. A Korean woman with a strong accent reads German poetry by Goethe, Schiller and Heine, sings the German national anthem at the top of her voice or even recites the oath of office of the German president. This is followed each time by the statement: "There are Germans which are more German than a lot of Germans. Solid, safe, reliable. Hyuandai. The German among Asians."

Compared with the previous year, the traffic rate in the Hyundai showrooms within the catchment area increased by 39% during and immediately after the campaign. Sales increased by 23% during and immediately after the campaign compared with the previous year. All this, even though Hyundai was not able to market a new model during this period.