Advertiser: HYUNDAI MOTOR AMERICA
Agency: INNOCEAN USA
Category: Best Use of Print
Group Account Director: David Minkin (Innocean Usa)
Photographer: Anton Watts (Contractor)
Copywriter: Jeb Quiad (Innocean Usa)
Account Director: Bryan Dibiagio (Innocean Usa)
Content Manager: Diana Wilson (Innocean Usa)
Executive Creative Director: Greg Braun (Innocean Usa)
Print Production Manger: Michelle South (Innocean Usa)
Creative Directors: Robert Prins (Innocean Usa)
Project Managers: Karen Langer (Innocean Usa)
Studio Director: Nick Marello (Innocean Usa)
Producer: Zach Crawford (First Shout Productions)
Art Director: Arnie Presiado (Innocean Usa)
Art Producer: Barb Sanson (Innocean Usa)
Content Management Supervisor: Chris Richards (Innocean Usa)
Planning Director: Mike Giannone (Innocean Usa)
Business Affairs Director: Ann Davis (Innocean Usa)
Media Planning: Ben Gogley (Innocean Usa)
Print Production Manager: Bob Daniels (Innocean Usa)
Media Director: James Zayti (Innocean Usa)
Creative Directors: Max Godsil (Innocean Usa)
Digital Producer: Steven Caldera (Innocean Usa)
Project Managers: Suzanne Cheng (Innocean Usa)
Effectiveness
Talk value immediately ensued. High-traffic blogs such as AdWeek magazine, Ads of the World, Marketing Daily, and Business Insider all posted articles about the campaign.
Execution
To do this, we created a campaign that took the classic look and feel of sympathy cards; while taking subtle shots at the competition and staying true to Hyundai’s truth and candor brand tone. The cards were placed into the pages of automotive enthusiast magazines.
Strategy
Our objective was to increase awareness for the Genesis Coupe R-Spec’s track test in the automotive enthusiast market using a print platform. Given the clutter in the category, we needed to create a campaign that would cut through typical run-of-the-mill automotive enthusiast advertising, while generating additional buzz and momentum for the Hyundai brand in the competitive performance car category.