CHALLENGE

We needed to raise awareness, maintain relevance and build demand for the Veloster which hadn't been promoted with any weight since its launch in 2012. This was to be driven by the limited release of the 'Street' (200 units only). Hyundai simply isn't a brand that comes to mind if you are thinking of buying a performance car with attitude.

strategy

Our approach was that the Veloster Street is all about the 'Street ready' style. Looks that matter.

Solution

We continued to position this car toward the younger 25-34 year old demographic that are seeking a car that sets them apart from the crowd. They want a car that makes a statement about who they are. They are successful, bold, expressive, always out and about, like to stand out from the crowd, and don't shy away from the camera.