During advertising’s highest stakes weekend, Hyundai’s goal was to stand out amongst the sea of sameness. Instead of competing with other brands, it was our strategy to collaborate with them instead.
We intended to increase reach, impressions, and earned media done the old-fashioned way, organically.
We needed to shift the perception of Hyundai to an epically-capable and rugged SUV contender. So to launch the Hyundai SANTA FE during the NFL playoffs, we imagined a family of four (and their trusty dog) as a clan of free-spirited Vikings, on a quest to conquer the weekend.
But we didn't stop there. For the Super Bowl, we decided to conquer the weekend ourselves.
We took off in our SANTA FE, and let other brands take over the Hyundai Instagram handle all weekend long.
The Conquer the Weekend 60-second broadcast film imagines a family experiencing a weekend as entirely new versions of themselves, cast into a cinematic hyper-reality as their ordinary camping trip becomes a full-on Viking conquest.
The Conquer the Weekend social extension, reinforced the idea that Hyundai was “signing off” for the weekend, and turning over their Instagram handle to other brands. Over the course of the weekend, 22 brands “signed on,” posting their own brand content on the channel in one-hour blocks. Hyundai announced the takeover and each brand as it took the wheel, and even interacted as that brand in comments and DMs during their takeover.
On the Monday following the Super Bowl, Hyundai launched a video announcing their return, coming back to more followers and a flurry of new content on their feed.
Other extensions of the campaign included out-of-home, point-of-sale posters
Conquer the Weekend had viewers buzzing about the impressive new SANTA FE and the funny, engaging film.
The broadcast film drove +591% Lift on KBB and Autotrader during NFC Championship game and an additional +124% lift during AFC (vs. the previous three Sundays).
SANTA FE search achieved a new, all-time monthly search volume record for any model @ 1.75M unique searches in February 2024.
Ace Metrix:
Our Hyundai Handoff social activation resulted in the following:
