THE PROBLEM
The Genesis is Hyundai's first foray into the luxury car market. The problem? No one associates the Koran auto-maker with luxury. And – how do we own a unique voice in a segment known for its worthiness and cliche?
THE SOLUTION
Do luxury – with a difference. Upset the luxury car brand cliches... maintain a unique voice and suggest that Hyundai offer our audience a much more accessible type of luxury.
SOCIAL EXPERIMENT
Hyundai is synonymous with value and accessibility – just like Uber. So in a surprising twist, we teamed up to deliver a touch of uber-class with the luxurious Genesis.
We disguised the Genesis as Uber cars ... and offered some unsuspecting Uber users a surprise ride in the lap of luxury.
Not only that, but we also offered to make their entire ride free if they hopped in the driver's seat themselves. Unsurprisingly, many passengers jumped at this opportunity to take a luxurious and rather practical test-drive.
The experiences were shared online via social platforms, which helped drive real-world test drives of the Genesis.
GENESIS "SAFE DISTANCE" RADIO
Halfway through our launch campaign, Genesis achieved the safest car rating ever in Australia history. This offered us a fantastic opportunity to promote its cutting-edge tech, through engaging radio ads – targetted at our drive-time audience.
SPOT ONE – "Balloon"
SPOT TWO – "Flame"
SPOT THREE – "Bull"
