In 2022 we faced a strategic dilemma: on one hand The new Hyundai IONIQ5 won the world best car award, no doubt, it’s an amazing car that will sell very well. On the other hand, we didn’t receive enough cars. The objective was to move Hyundai from being a brand choose by rational reasons to a brand you desire. We wanted people to look and say: wow is that a Hyundai?

Our solution: we will use the appealing of IONIQ5 to create a halo effect over the entire Hyundai brand. We will show the car, create desirability through the story but we’ll emphasize the brand Hyundai instead of the car model.

Brief: Uplift Brand Hyundai, not only based on sales figures

Objective: Make Brand Hyundai stronger in different measures

It only took a glance for a little boy to throw away all his toy cars...

The following impact is on the BRAND HYUNDAI (NOT Ioniq 5),

All details are from the 6/22 brand research

+ 14% willing to purchase a Hyundai

+ 13 % tech an innovative perception

+ 11.8 % design perception

Impact: 50% mentioned “Car of tomorrow”

• Reach 52% of population in Israel

• Engagement 93% liked the commercial (way more the market benchmark)

• Change in Behaviour

Brand consideration is much higher among the audience that was exposed to the commercial 48% vs 37%

• Brand perception

Increase in all brand attributes between exposed and non-exposed

+6% : A brand I will be proud to own: 70 Vs 66

+16%: Luxurious brand: 58% Vs 50%

+25%: I will recommend the brand: 30% Vs 24%

• Achievement against objectives

Hyundai ends 2022 as #1 in the market

increasing the gap from #2 by 9.8%

2022’s gap: 4,316 cars

2021’s gap: 1,577 cars