Hyundai: The Walking Dead chop shop

Category: Engaged Community
Brand/client: Hyundai / Hyundai
Lead agency: INNOCEAN USA
Contributing agencies: Bossa, Skybound Entertainment, Initiative and Future US Inc.

State of the marketplace & brand's business

Hyundai has been on the rise with sales increasing by 89% from 2009 – 2012.1 Hyundai 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 among the 18-34 Gen Y audience, opinion for the Hyundai brand was 16% below the general market.2

Strategic communications challenge