Best Automobile Website, Best Mobile Website

2020 Sonata made its Super Bowl debut with over 100 million viewers. The TV commercial kicked it off, highlighting Sonata’s class-exclusive Remote Smart Parking Assist, also known to our friends in Boston as “smaht pahk.” Hyundai.com took it from there, expanding on feature after amazing feature—all in classic Boston style.

We invited people to explore Sonata “the Boston way.” With the click of a toggle, they instantly “Bostonized” all the text on the entire vehicle page. “Sonahta” became the hero of our story, and folks started reading about the redesigned sedan in their best Boston accent.

People could watch a fun dialect video “tutorial” to start the experience. Humor and playfulness enticed them to get familiar with product features and benefits in a unique and memorable way. And in the end we not only drove interest and engagement with Super Bowl fans and our target of “Enterprising Dreamers,” we got folks everywhere talking about "smaht pahk."

Contributors:

Creative Directors:	Scott Muckenthaler
Associate Creative Director/Copywriter:	Emlie Council
Associate Creative Director:	Hoon Koo
Art Directors:	Ryan Virga
Sr. Digital Manager:	Dana VanDusen
Digital Producer:	Edward Chung
UX Designer:	Paul Lopez
Executive Creative Director:	Barney Goldberg
Digital Director :	Edgar Molina
Sr. Digital Producer:	Eddie Kuo

INNOCEAN USA

Location: United States

About the Agency:

Founded in 2009, INNOCEAN Worldwide Americas is headquartered in Huntington Beach, California, with offices in New York, Chicago, and Dallas. With 400 employees, INNOCEAN Worldwide Americas is part of the INNOCEAN Worldwide network and currently serves as lead agency for Hyundai Motor America and Genesis Motor America, as well as partners with KIA Motors America and Hankook Tire.