Hyundai Creative Services | Harte Hanks
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Hyundai

An all-new car, a brand new audience

Challenge

Hyundai Motor America was launching the all-new Veloster – a unique car geared towards Gen Y. But when your median consumer age is 55, promoting a car to a younger generation can prove to be quite a hurdle. They came to us for an innovative campaign that would engage Gen Y, and get the launch off to a flying start.

Creative solution

We got Gen Y thinking what if. What if there was a car out there that met all of their needs? Our creative campaign used bold thought-provoking questions to really stimulate our target audiences’ appetite for the Veloster. Insights showed that, as well as being prevalent online, Gen Y loved receiving physical mail so we seamlessly blended social and digital activity with traditional direct mail. Vibrant colors, amazing shots of the Veloster, eye-catching headlines and a strong call to action grabbed readers’ attention and drove them through to a Twitter team who were ready to engage.

Impact

We proved that it pays to not rule out traditional methods. Our holistic approach captivated Gen Y to buy more than 3,500 Veloster cars. It was so successful that our tweets sold cars before they had even hit the showrooms – leading to pre-orders.

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