goal_ break through the automotive noise role_ concept + copy + creative direction
SUMMARY
Hyundai is known for their cars, not their SUVS. So when Hyundai launched the first-ever Kona, we didn’t show an SUV. We showed a way of life. The Kona Way.
We turned inspiration into consideration by partnering with influencers who value experiences over things, to tell stories of purposeful living and make meaningful connections with our audience. And rather than focus our traditional ads on “sheet metal,” we took a risk and invested our entire media budget on The Kona Way, from a social docuseries to influencer-generated content to preroll, in-market ads and more.
RESULTS
The new SUV that no one knew about had the fastest growing segment market share in its very first year and could barely keep up with demand.
2.3x Hyundai engagement benchmark
3.8x Instagram engagement benchmark
11.2x YouTube engagement benchmark
Exceeded sales goal by 5%