THE PROBLEM

Hyundai were entering the luxury car market – but still carried the baggage of being a cheap Korean brand.

THE SOLUTION

To do luxury, differently. Irreverently. Calling out the cliches of luxury for what they are.

SOCIAL EXPERIMENT

In an inspired partnership, we listed the Genesis as Uber cars ... and offered some unsuspecting Uber users a surprise ride in the lap of luxury.

 

Not only that, but we also offered to make their entire ride free if they hopped in the driver's seat themselves. No surprise, many passengers jumped at this opportunity to take a luxurious and thrifty test-drive. Experiences were shared online –driving consideration of the new luxury contender.

RADIO

Midway through the campaign, the Genesis won the highest ever safety rating in Australian history. Spurning these radio commercials:

"BALLOON"

"BULL"

"FLAME"

© 2023 by Odam Lviran. Proudly created with Wix.com.

  • facebook-square
  • Flickr Black Square
  • Twitter Square
  • Pinterest Black Square