Cannes Lions

HYUNDAI MOTOR COMPANY DEALERSHIP STORE

INNOCEAN WORLDWIDE, Seoul / HYUNDAI / 2012

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Overview

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Overview

Description

There are 874 Hyundai Motors Dealership stores in South Korea. It is easier to find than coffee place. The property of car dealership store relatively needs huge scale space, but customers usually visit just once, when they need to buy one. The lease on car dealership space - at least 300m2 is about US$1,000 a day in Seoul, Korea, but only very few customers daily. Also car dealership stores are male dominated domains. Therefore, there is no communication channel relevant to women and 18-35 year-olds.

Execution

We tried to create a new environmental space by combining 2 different brands naturally, rather than physically putting a coffee space and car dealership store together. Basically it was developed from a concept of 'Outdoor Cafe' on the street in Europe, where coffee and streets filled with cars exist together. To bring the atmosphere of a European outdoor cafe into a car dealership store, we set a cobble-stoned floor to enhance the reality, and positioned a car as an object with a coffee bar as a background. Then, the new car dealership space, where customers get an emotional experience, was born.

Outcome

Regional branch car sales increased 200% also coffee sales increased 200%. It is voted “the Best Regional Branch of the Year” in 2011 and there are about 80,000 visitors since the beginning of this collaboration October 11th, 2011. And key media both online had more than 5,630 blog posts on leading marketing, automotive, and design architecture blogs and offline including MBC news(one of the major broadcasting company in Korea) rapidly wrote about this collaboration.This is covered by more than 361 media coverage in newspapers and magazines. And Hyundai Motor Company decided taking for 10 more in South Korea.

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