Hyundai's journey from untrusted to unequaled with Cindy Scott, SVP Strategy, Innocean USA
Cindy shares the story of how Hyundai went from targeting used car buyers to becoming a mass market player. And we learn the single word that defines everything the brand does. Listen and see the creative work below, or listen wherever you get your podcasts.
The Hyundai journey
This two-minute series of spots from the ”Think about it” brand campaign by Goodby, used thought-provoking, simple statements to reframe perceptions of the brand.
Following the success of America’s Best Warranty, the brand launched the Hyundai Assurance Program. It targeted those delaying a vehicle purchase due to fear of potential job loss.
The voice of Jeff bridges has long been a part of the brand.
The Super Bowl has been a frequent home for the brand as it built its confidence and use of pop culture along the way. Some examples below.
Recent work