Client
Hyundai Motor America (Spec) @ MAS
Team
Art Director: Iyanni Callender Copywriter: Mikel Mon Strategist : Brian Kim, Danilo Romeiro
The Ask
Own the mid-size sedan category by launching the new Sonata 2020.
Background
Hyundai Motors is a South Korean automotive company, selling its vehicles in 193 countries. Hyundai Motors is famous for their warranty program, price, and specs of the cars.
Audience
People who are considering to switch/purchase a mid-size sedan.
Issue
Hyundai Motors is still struggling with the perception of being a cheap, low-quality, another Asian car manufacturer.
Discover
We found that the overall sales — from 2004 to 2018— of the Sonata model was the lowest among other competitors — Toyota Camry, Honda Accord, and Nissan Altima. Importantly, when we talked to different people — including dealers— at the dealerships, they didn’t recommend the Hyundai car for its performance.
Think
People still don’t acknowledge Hyundai cars by its spec and quality. Many people made a joke about Hyundai Motors since 1998, and yet the perception hasn’t been washed by the latest car’s performance. The success doesn’t come easy for Hyundai— they had to overcome many obstacles to become what they are today. We want to change people’s perception and earn their trust and respect for us as a brand.
Challenge
Show how Hyundai became one of the most recognized car manufacturers in a short period, like how South Korea became one of the most advanced countries in 50 years.
Creative Execution
We implemented the old Korean proverb, “고생 끝에 낙이 온다,” translates into “At the end of hardship comes happiness.” as our big idea.
From here, we created a manifesto and a film.
Film Summary: A young man working hard to achieve something that he desires while fighting poverty. Finally, he managed to create his first car assembling by himself. In the end, the protagonist is revealed as the founder of Hyundai Motors, Ju-Yung Chung, which is based on his life story.
