The Campaign

This is an integrated media campaign that promotes engagement by extending beyond manufacturing high-quality cars to enhancing the corporate images of Hyundai Motor Group, as the lifetime partner of consumers. Economic recession originated from Europe now has influenced the Korean economy. A number of unemployed house holders kept increasing. We have received stories about families in desperate need of a car. Their stories have shared through Web cartoon, and many people presented word of comfort and encouragement. Hyundai Motor Group is presenting 5 cars a month to the characters of cartoons.

Success of the Campaign

More than 10,000 inspiration feedbacks were posted on the Gift Car website, and they were spread through Twitter promptly. The Hyundai Motor Group has given total of 50 cars to the people who needed the most, and is still continuing to give 5 cars per months in 2012. By such action, the customers have come to think of the Hyundai Motor Group as the companion of life, not just another high quality car making company.

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

* High Consumer Engagement - 30,000 Facebook users became fans of the page in just 3 months. - Over 70% of user contents ratio on Facebook. * Popular of the Digital Singles - The most downloaded single in real-time on Daum Music. * Won the most number of awards at the 2011 KOREA ADVERTISING AWARDS(Innocean). - INTEGRATED G.P./FILM GODL / PROMOTION GOLD. * Evaluated as a contivusou and consistent. - Integrated media campaign of engagement, similar to the 'Gift Car'Campaign.