Problem

The small SUV market is a growing one, with many new launches and no new news. In a flooded market we needed to launch the new Hyundai Kona, at a price premium over many competitors.

Approach

Prior to launch we built a live leads database of 500 interested parties – through a digital teaser campaign. Then we launched the Kona with a campaign based on an insight into the duality of the audience, and their one uniting attitude. The launch campaign ‘Meet the Intrepid’ was digital only and focused on an aspirational attitude shared by our target market. Kona has quickly become the number one selling small SUV in the market.