THIS IS SEXY LIFE WITH IX

TitleTHIS IS SEXY LIFE WITH IX
ClientHYUNDAI MOTOR COMPANY
Product / ServiceTUCSON IX
EntrantINNOCEAN WORLDWIDE Seoul, KOREA
Entrant Company:INNOCEAN WORLDWIDE Seoul, KOREA
Advertising Agency:INNOCEAN WORLDWIDE Seoul, KOREA

Credits

The Campaign

Tucson ix was a newly launched coup style SUV by Hyundai Motor in 2009. 2535 young target was enthusiastic with the innovative and attractive design. To appeal our target, we extracted totally new concept "Sexy Utility Vehicle" and it was applied through all creatives including IMC activities. 14 multi-TVC have different copy in a same format depending on time, program, seasonality, situation. The match of BGM and written copy added quality of TVC.

Success of the Campaign

Target age group's response was very positive by pointing out a subject to which they feel related. All messages from IX focused on its main concept and were successfully extended to the target group. IX has done a new and initiative trial in the automobile AD industry even was well enough to be made lots of parody from TV show and UCC.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Pre-launching 'security cover with GUESS jeans' IX used the actual fabric pattern of the sexy jean brand GUESS as a pre-launch security cover on its final road test drive. This enabled TUCSON IX to win both on-and off-line media attention even before its official launch. 'IX T-shirt' Limited edition GUESS t-shirts with IX message were exposed in catalog and stores as well as publicity as another vehicle. Launching 'Multiple TVCs' 14 different copy messages on-aired by air time, situation, and media prevented the audience from getting tired of the same format. The delicate balance between the BGM and the copy, the TV commercial ensured the coherence of the whole campaign. Post-launching "VMD in dealership show window' Life-size stickers of people were stuck on the Hyundai dealership show window, posing as if they were taking a look at the Tucson IX inside the room. This outdoor media has successfully grabbed highly attention.

Credits

Name Company Position
Hur Kyoug Wook Innocean Worldwide Accont Executive
Kim Hui Jung Innocean Worldwide Creative Director
Joo Yoo Kyung Innocean Worldwide Copywriter
Park Ji Sun Innocean Worldwide Art Director
Hwang Se Heon Innocean Worldwide Producer
Cha Eun Taeg Africa Director