Results and Effectiveness

Describe Results & Achievement In the Middle East, Singapore, Chile, Egypt - More than 600,000 views on Youtube within a month of uploading the viral video - More than 100,000 times shared online. - 150,000 new Facebook fans And most importantly it was an opportunity that positively transformed Elantra's brand conception among many consumers which augmented Hyundai's brand power as well.

Creative Execution

Describe Idea Why does boarding have to be always related to snow or water? We wanted a more extreme challenge. We needed an environment that can demonstrate Elantra’s performance to the fullest and at the same time a place where people would not normally think boarding would occur. How about a desert? Since sand creates much more friction than snow or water, boarding on a desert seemed equally more difficult. Besides, the murderous heat in June of Dubai’s desert made everyday activities nearly impossible. However, that did not stop us from mounting our challenge. This entire process was then made into a viral video and was delivered to our consumers.

Insights, Strategy and the Idea

Describe Mission Advertise the Elantra with new means and new attempts. In order to achieve this mission, we needed a completely different approach to advertise the Elantra itself, as well as to portray Hyundai’s brand philosophy: “New Thinking, New Possibilities.” Also we realized that when consumers are purchasing compact sedans one of the most important purchasing factors, other than its interior and exterior, was the automobile’s performance level, so we needed a refreshing challenge that can distinguish the Elantra as a stand out from other rival sedans in the market.