The insight – most drivers who fantasize about a new car like to picture themselves in it.We decided to offer them a virtual test drive and glimpse of how they'd look in their own Sonata.Using a portable videocam we approached drivers at junctions, (during morning rush hour 7AM-10AM) filmed them and broadcasted the live feed directly onto a giant street TV.

In total 200,000 drivers and passengers were exposed to the campaign (according to Police figures, on a daily average, 200,000 cars pass through those junctions during morning rush hour) For the campaign, we filmed about 1200 Sedan car drivers who enjoyed watching themselves on the Street TV.The campaign which included a TV ad and this ambient only, generated the following results (Aug.&Sept.07 vs Aug.&Sept.08): Interest at showrooms (proposals issued) rose from 87 to 345Sales of the Hyundai Sonata model rose from 16 to 64