Hyundai Motor America: The Walking Dead chop shop app

This case study describes how Hyundai Motor America revived flagging interest in its marque amongst millennials by capitalising on zombie mania.

Hyundai Motor America: The Walking Dead chop shop app

Innocean USA

What were the objectives for the creative work?

Hyundai had been on the rise with sales increasing by 89% from 2009 – 2012.1 The brand had built a solid reputation as a rational choice among average car shoppers. But among the highly desirable youth audience driven more by their interests and passions, reason alone wasn't enough to get them excited about the Hyundai brand. Tracking studies showed us that opinion for the Hyundai brand among the 18-34 Gen Y audience was 16% below the general market.2...

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