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


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


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.


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




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