The compact SUV segment is the most competitive and crowded space in the automotive market. Hyundai prepared to launch their all-new Tucson in Spring 2021. While preference has been shifting towards SUVs for the past several years, Hyundai has been primarily thought of for cars. If Hyundai was to achieve aggressive growth goals while building brand perception, we needed to make a big splash with Tucson.
Everything in the world that’s new and innovative all started as the same thing. A question. Because that’s how you challenge the status quo to make things better. And when it came to the new Tucson, Hyundai questioned everything. To make the SUV, and this process of innovation, memorable in the minds of consumers, we decided to have a little fun with this notion by leveraging humorous and head-scratching life questions as an entertaining creative hook.
The campaign drove exceptional success:
ACE ad-effectiveness above norm +32 pts
FB/IG engagement rate for Disney/Marvel executions are 18x higher than Hyundai avg
195 million social impressions, 36 million social engagements and 264 million video views
TW engagement rate was 21x higher than Hyundai avg
Search growth +41% comparing avg May-Sep (launch period) vs. Jan-Apr
Retail sales +33% May-June YoY vs. -2% Jul-Sep YoY (supply constrained)
Retail sales were up 23% in 2021... giving Hyundai its best year in retail sales ever