MOVE YOUR THINKING

TitleMOVE YOUR THINKING
BrandHYUNDAI
Product / ServiceAZERA
CategoryB02. Consumer Products
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company:INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency:INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Agency:MPG MIDDLE EAST Dubai, UNITED ARAB EMIRATES

Credits

Name Company Position
Steve Il Soo Jun Innocean Worldwide Hq Group Account Director
Woo Seok Choi Innocean Worldwide Hq Account Director
Se Young Oh Innocean Worldwide Hq Account Supervisor
Matt Sungmin Bae Innocean Worldwide Hq Account Manager
Hye Jin Won Innocean Worldwide Hq Creative Director
Sung Ryong Lim Innocean Worldwide Hq Art Director
Jin Hee Noh Innocean Worldwide Hq Copywriter
Bum Su Park Innocean Worldwide Hq Producer
Jenny Joo Yeun Lee Innocean Worldwide Hq Media Planner
Jun Park Innocean Worldwide Hq Media Planner
Arijit Sen Mpg Me Deputy General Manager
Seza Bedros Mpg Me Media Director
Pramod Kumar Mpg Me Group Account Manager
Jihoon Lee Hyundai Motor Company Manager
Mun Jae Won Innocean Worldwide Hq Copywriter
Jae Seok Lee Innocean Worldwide Hq Art Director
Ho Young Kim Innocean Worldwide Hq Copywriter
Dong Jin Kim Innocean Worldwide Hq Art Director
Hyo Sung Jung Innocean Worldwide Hq Art Director
Minhae Kim Innocean Worldwide Hq Copywriter

Results and Effectiveness

Now, people can see and experience the Azera in 360 degrees on the print, without visiting dealerships or watching the TV commercial. Without any additional media execution after the execution of this print ad in the Pan-Arab region (Middle East) . 1. 130% increased on the total number of visitors at the dealerships 2. 210% increased on the brochure requests via homepage 3. 230% increased on the test-drive requests via dealer shops

Creative Execution

By using the afterimage effect of animation movie, make the Azera move in 360-degrees with a striped-transparent film. . To make the Azera rotate, we gathered several images of the Azera in different angles, sliced them in vertical and relocate them in a special order. . In this way, people can experience the optical illusion and see the Azera rotating in different angles when moving the striped-transparent film left and right.

Insights, Strategy and the Idea

Backgroung Most of automobile brands spend huge money on executing print ads. However, despite of its high-cost, the automobile print ads mostly considered to be boring and to lose people’s interest because of its crucial limitation on paper: it can only show still images. Mission Break the stereotype of print ad being a still image! Make a ‘moving-image’ ad that people may have never seen before to get their attention. Challenge How can we make the Azera move on a piece of paper? And also how can we show Azera’s beautiful fluidic sculpture design on a piece of paper?