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TUCSON World Premiere Campaign

Global Events / Influencer Marketing

Hyundai Motors Group TUCSON World Premiere Campaign

Global Events / Influencer Marketing

Project Background

HYUNDAI MOTOR COMPANY is an automobile manufacturer and distributor founded in 1967. In 2020, HYUNDAI MOTOR COMPANY, having a new CSUV Tucson rolling out ahead, planned to have a world premiere in NAIAS. On a delicate ground whether NAIAS go or not due to the COVID-19 situation, they planned a successful world premiere for their brand new model.
Also, HYUNDAI MOTOR COMPANY has been expanding sales of existing 3rd generation Tucson; however, it was not easy to give an impression among CSUVs of rival companies. Therefore, we aimed to plan a world premiere that replaces existing negative image and a campaign giving off Tucson’s charm.

Related Keywords
#Branding Marketing # Experiential Marketing #Event Marketing #Marketing Agency #Brand Marketing Agency #Marketing Consulting #Global Event #Global Branding #Global PR #Global Experience Marketing

Executed Region
#Korea, Seoul

Our Solution

We designed a two-track, on/off-line integrated world premiere depending on the progress of NAIAS. Also, to make a world premiere campaign that attract target customers and induce voluntary participation, we conducted ‘#Relay My Way’ Campaign which was carried out with influencers. The influencers were strictly selected to exercise the claims of not manufacturer’s insight but the insights of target customers; we planned to express the charm of Tucson through the voice of influencers. MD products that are suitable to individual influencers were given as welcome kits. From the American West Arizona, Tucson influencers drove around California in relay demonstrating various lifestyles; meanwhile, we induced interactive communications on social events for social proliferation. We tried to pass on every vibe influencers get on the journey to the Campaign.