HYUNDAI: Hyundai 'Assurance' Integrated Campaign

The advert titled Hyundai 'Assurance' Integrated Campaign was done by GOODBY SILVERSTEIN & PARTNERS advertising agency for HYUNDAI company in USA. It was released in the June 2009. Business sector is Cars.

Credits:

• Type of Entry: Titanium and Integrated
  Title: ASSURANCE
  Advertiser/Client: HYUNDAI
  Product/Service: ASSURANCE
  Entrant Company: GOODBY SILVERSTEIN & PARTNERS San Francisco, USA
  Advertising Agency: GOODBY SILVERSTEIN & PARTNERS San Francisco, USA
  Creative Credits
  Name Company Position
  Jim Elliott Goodby/Silverstein And Partners Creative Director
  Rob Thompson Goodby/Silverstein And Partners Copywriter
  Nat Lawlor Goodby/Silverstein And Partners Copywriter
  Thomas Kemeny Goodby/Silverstein And Partners Copywriter
  Jake Benjamin Goodby/Silverstein And Partners Copywriter
  Dino Spadavecchia Goodby/Silverstein And Partners Art Director
  Cris Logan Goodby/Silverstein And Partners Art Director
  Mark Voehringer Goodby/Silverstein And Partners Art Director
  Stacey Higgins Goodby/Silverstein And Partners Agency Producer
  Sabrina Shamma Goodby/Silverstein And Partners Agency Producer
  Alex Flint Goodby/Silverstein And Partners Copywriter
  Tony Stern Goodby/Silverstein And Partners Copywriter
  Matt Courtney Goodby/Silverstein And Partners Art Director
  Ryan Spelliscy Goodby/Silverstein And Partners Copywriter
  Karen Lamour Goodby/Silverstein And Partners Art Director
  Andrew Lee Goodby/Silverstein And Partners Interactive Producer
  Jess Shay Goodby/Silverstein And Partners Print Producer
  Chris Bruyere Goodby/Silverstein And Partners Account Director
  Susan Ogren Goodby/Silverstein And Partners Account Manager
  Amber Adou Goodby/Silverstein And Partners Account Manager
  Details
  Describe the campaign/entry:
  Hyundai Assurance was our answer to the question every car company in America faced at the start of 2009: How could we sell cars during the deepest recession in 25 years? Faced with the worst marketplace in a generation, we quickly realized that no amount of cash back, employee pricing or special APR financing could outweigh the onslaught of grim economic news consumers were facing. What car buyers needed most was confidence. But how could a Korean car company give the American people back their faith in the future? By taking the unprecedented step of shouldering 100% of the financial risk involved in buying a vehicle. Hyundai Assurance promised that if you bought a Hyundai and then lost your job, you could give the car back. No questions asked. No harm to your credit. Television, print, radio and online spread the message and the response was nothing short of phenomenal.
  Give some idea of how successful this campaign/entry was with both client and consumer:
  Hyundai Assurance was wildly successful. As American car companies watched their sales plunge by almost 50%, and the Japanese brands saw U.S. sales declines in excess of 30%, Assurance helped Hyundai increase sales by 14% YOY, making it the only car brand in America growing in 2009. The campaign generated over 350 news stories leading to over 100 million PR impressions. Hyundai saw the most online traffic in its history. Across every metric, this was the most successful promotion in the company’s history. And, as another measure of its impact, the competition soon followed suit with their versions of Assurance. Perhaps most impressively, the campaign’s influence extended far beyond just the car business. Industries as varied as airlines, homebuilders, cruise lines and even NBA teams all created copycat programs. Hyundai Assurance has fundamentally changed the way companies are approaching marketing in 2009.
  Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
  The campaign launched on the world’s biggest advertising stage: The Super Bowl. At the same time, banner ads drove people to the Assurance experience on HyundaiUSA.com. Starting the Monday after the Super Bowl, print ads promoted the program in national and regional newspapers while radio ads hit the airwaves.