Hyundai Sonata – "Executive Meeting"
| Challenge | Solution | Result | ||||
| Launch of Hyundai's new Sonata
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Guerrilla marketing activities to create an emotional and experiential connection to the brand.
Several electronic billboards (CTV) were leased in Tel-Aviv's busiest intersections. They presented the picture of Hyundai's Sonata but with the driver's seat missing. For a week during morning hours, a camera crew filmed people driving executive cars who had stopped at traffic lights and put their pictures in the Sonata live on the big screen. They drew their attention to the screen which said "On the way to executive meeting". |
Thousands of people participated in the campaign and hundreds of thousands of drivers and passersby were exposed to the campaign. The outcome – Tremendous impact which resulted in a 30% increase in visits to Hyundai's showrooms, and a 20% increase in sales of Sonata.
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