Hyundai's pursuit of Millennials
Dan TigheInitiative
Engaging tech-savvy Millennials, who mistrust traditional advertising, is achieved not by interrupting but by actually becoming an inseparable part of what Millennials like.
The global economic slump proved to be difficult for the automotive category, with tanking sales and bankruptcy dominating the headlines. But having undergone a complete brand reinvention that began in 2007, Hyundai was one of the few automakers that saw unprecedented growth, raking in sales, increasing market share and gaining a reputation for being the rational choice when buying a new car.
However, despite this, Hyundai was still one of...