In 2007, Hyundai was facing a dire problem with its brand: It repelled people. Research had found that attaching the Hyundai badge to a car actually reduced purchase consideration by 19%. We needed to cleanse consumers’ palettes and reframe their perceptions. So we unveiled the “Think about it” re-branding campaign. In a struggling economy, the crown jewel of that campaign became this radical business idea: “Hyundai Assurance.” It allowed new-vehicle buyers to return their cars for up to a year after purchase if they lost their income due to a job loss. All told, the campaign helped turn the laughingstock of the auto world into one of the most successful car companies in America during one of the worst economic climates on record.
Below are elements of the overall "Think about it" brand campaign: First up: the 15-sec reframe spots that launched the campaign - strung together here for viewing convenience.
The following are a few of the many brand spots and print ads we launched on the heels of the initial 2-week unbranded "reframe" phase.
Here's a case study film for the entire campaign effort. It's long by today's case study standards so if you're interested in viewing it, I suggest getting some buttered popcorn and a large soda first.
To launch the Hyundai Genesis Coupe, we employed over 50 cameras to capture an 'epic lap.' Then we asked Billy Corgan of the Smashing Pumpkins and cellist Yo-Yo Ma to provide the sound tracks and collaborate on the edits. Then we aired their spots during Super Bowl XLIII and invited viewers to a site where they could edit their own versions.
Here is the case study film for the Super Bowl launch of the Genesis Coupe.