HYUNDAI SONATA HYBRID – MAGIC
| Title | HYUNDAI SONATA HYBRID – MAGIC |
| Brand | HYUNDAI MOTOR COMPANY |
| Product / Service | HYUNDAI SONATA HYBRID |
| Category | D01. Social Video |
| Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Media | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| PR | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Production | HUHU COMPANY Seoul, SOUTH KOREA |
| Production 2 | D. TRIBE Seoul, SOUTH KOREA |
Credits
| Name | Company | Position |
|---|---|---|
| JEREMY CRAIGEN | INNOCEAN Worldwide | Chief Creative Officer |
| Jongpil Kim | INNOCEAN Worldwide | Executive Account Director |
| Junghwan Kim | INNOCEAN Worldwide | Sr. Account Director |
| Eunjung Ahn | INNOCEAN Worldwide | Sr. Digital Creative Director |
| Euisung Ha | INNOCEAN Worldwide | Digital Creative Director |
| MJ Lee | INNOCEAN Worldwide | Account Manager |
| Sungho Han | INNOCEAN Worldwide | Media Planner |
| Chandler Kim | INNOCEAN Worldwide | Copywriter |
| Chulhwan Park | Donald Syrup | Director |
| Juntae Kim | Donald Syrup | Assistant Director |
| Sun Jung | HuHu Company | Executive Producer |
| Seok Wang | HuHu Company | Executive Producer |
| Seokrock Kong | Donald Syrup | Producer |
| Yongkyu Lee | Gust N' Gale | Post Production Supervisor |
| Hana Choi | Gust N' Gale | Editing Superviser |
| Jaeho Yoon | Gust N' Gale | VFX Artist |
| Jaesung Yoo | Audio Lab | Sound Design & Mix |
| Mihwa Lee | D.TRIBE | Web Planner |
| Junghoon Youn | D.TRIBE | Sr. Web Planner |
| Jungsub Ahn | D.TRIBE | Web Planner |
| Songha Kim | D.TRIBE | Web Designer |
| Hyunsuk Jung | D.TRIBE | Web Publisher |
The Campaign
To portray the five USP of the Sonata Hybrid directly and entertainingly, we have made five series films that gives visual amusement popular in the Social Media. Hyundai: The Sonata Hybrid "Magic - #1 How to travel longer" "Magic - #2 How to add extra power" "Magic - #3 How to get in a packed car" "Magic - #4 How to be cool in summer" "Magic - #5 How to load without a touch"
Creative Execution
Applying the video contents on YouTube and Facebook, we tried to directly convey the USP that cannot be contained fully through a TV commercial. Also, we ran the Test Drive application website with the video contents, so that we could attract people into The Sonata Hybrid Test Drive.
#Total views: 8,569,953 views (Facebook+Twitter+Youtube overall) - Facebook views: 7,973,761 views (views of complete and partial films added) - Twitter views: 437,863 views (views of complete and partial films added) - Youtube views: 158,329 views (views of complete and partial films added) # The Sonata Hybrid Test drive application increased more than 350% in the four campaign target countries.
We used CG to enforce each USP to show up as an astonishing 'Magic.' Also, we utilized both complete film of five USP and five different films for each USP through media mix based on the media planning.