Hyundai – Smart is In
Agency: Bensimon Byrne
Section I – BASIC INFORMATION
Business Results Period (Consecutive Months): July 2008 – June 2010
Start of Advertising/Communication Effort: July 2008
Base Period as a Benchmark: Calendar 2007
Geographic Area Covered: Canada
Annual Budget Range: Over $5 Million
Section II – SITUATION ANALYSIS
a) Overall Assessment
During the global recession of 2008 – 2010 few consumer categories were as brutalized as the auto industry. In 2008 sales declined 17% (vs. 2007) and in 2009 they were down another 10.7%. Toyota and Honda suffered monthly sales drops in...