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
Hyunda 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.