Background
Hyundai have long been know for their value heritage and entry level cars. However, since entering the Australian market 25 years ago, the brand and its products have progressed an incredible amount. In fact, Hyundai is one of the most dynamic and innovative companies in the world. Now we just had to convince Aussies of this.
Hyundai Value Heritage
Challenge
We made the case that for the brand to succeed in the long term, it needed to stand for more than a product and a price point. The brand itself needed to appeal to higher-order needs of an increasingly premium audience.
Ultimately taking Hyundai from a product-centric value brand…
To one that could own innovation in the auto sector and beyond.
Hyundai Innovation
Insight
Hyundai’s “have a go” spirit sits at the center of the business, allowing it to surprise people over and over as to what it’s truly capable of.
Introduction to Hyundai Brand
Solution
We introduced Aussies to Hyundai’s founder’s catchcry - “Have you tried it”. A philosophy that has run through the veins of the business since its inception and continues to drive the business forward today. A philosophy of “getting it done is better than talking about it” that is inherently resonant to the Australian psyche.
We set out to surprise Aussies with the fact that innovation in the auto sector may come from the place they least expect it to - Imagine That.
