Cheap. Ugly. Unreliable.
Hyundai couldn’t shake its decades-old perception. In fact, JD Power ranked Hyundai above Honda and Toyota in overall quality in 2006. Unfortunately, no one seemed to know it. In focus groups, people would almost pay double for a Hyundai when they didn’t see a badge attached to the car. Clearly, a brand reset was in order.
To make news, we put the obvious issue front and center. We dropped thought bombs and let the consumer think for themselves about these automotive truths.
The full campaign included TV launch teasers, TV spots, print, outdoor and interactive that built off the theme Think About It. The wildly successful brand-reset quickly put Hyundai in a sales leadership position when almost all other car companies were having their worst years ever.
(Past work from prior agencies.)
Communication Arts Advertising Annual 2007 (campaign)
One Show 2008 Shortlist (commercials campaign)
One Show 2008 Shortlist (collateral)