Hyundai: How Hyundai Kona’s contagiously colourful mopsters delivered three years of fun-fuelled success

Karl Bates, Adrian James, Lucas Black-Dendle

Hyundai, the car manufacturer, carried out a campaign to propel its Kona car to no. 1 consideration in Australia.

Campaign details

Brand: HyundaiBrand owner: Hyundai Motor GroupEntrant company: Innocean Worldwide SydneyIdea creation: Innocean Worldwide SydneyMarket: Australia Sector: SUV, 4x4sMedia channels: Cinema, Competition & contests, Events & experiential, Magazines - consumer, Online display, Outdoor, Out-of-home, Point-of-purchase, In-store, Print - general, Unspecified, Social media, Television & Connected TV, Websites & micrositesBudget: 5 - 10 million

Executive summary

By the time Hyundai launched its first small SUV in 2017 it was 7 years late to the thriving category, which had grown from 0% to 11% of total car sales....

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