When it came to launching the KONA, Hyundai Motor Company needed to appeal to both the young and the young at heart.
This meant attracting those who typically perceived Hyundai to be anonymous, traditional, and for the most part, older drivers. We were also faced with the challenge of keeping hand raisers interested in the launch with a limited amount of product information on offer.
Hyundai wanted DCX to run a campaign to generate interest in the KONA, nurture it carefully, and drive consideration that would convert to sales, while creating a halo effect for the other Hyundai models.