The Brief

Brief: Around the later half of 2011 Hyundai took to a new brand philosophy of ‘New Thinking. New Possibilities.’ It was a conscious decision to move from its old position as a 'value for money' car maufacturer, to a ‘Future oriented’ car manufacturer where the key brand values are ‘ Futuristic’, ‘radical’ and ‘ Advanced.’ The brief was to create a calendar for 2012, from Hyundai which reflects Hyundai in this new light. The calendar was meant to be for people who walked into Hyundai showrooms, customers, employees and associates (dealships etc). Objective was that everyone who recieved the calendar percieved Hyundai as a 'Future Oriented' Car brand.

Creative Execution

In addition to adding intrigue on receiving the Calendar, It added a certain excitement every time on saw it, month after month. when on a wall , people were compelled to go close and figure out why a calendar of 2040 was on the wall. And off course in the process it re-inforced Hyundai’s Brand Perception as associated with future and making futuristic technology and products available today.

Describe the creative solution to the brief/objective.

Solution: A Hyundai Calendar for 2040, with a simple message ‘ SENDING YOU THE FUTURE A BIT IN ADVANCE’. We realized that 2012 & 2040 are ‘Repeating years’ wherein each month, week, date and day is identical.The 2040 Calendar worked perfectly for 2012 & a footnote explained that the calendar can be used in 2012.

Results

Everyone who has recieved it, has had a gasp of awe. So have people who see it on a wall in a house or at the office. The calendar managed to achieve the goal which it had set out to achieve. Whoever recieved it, looked at Hyundai in a new light. The calendars are always in shortage at Hyundai dealerships across India due to high demand. This is a give away that no one likes to leave behind. Those who recieve it , proudly hang it on their walls knowing fully they will impress visitors. For Hyundai this was a good way to start the year!