Best Advertising Integrated Ad Campaign, Best Automobile Integrated Ad Campaign, Best Mobile Integrated Ad Campaign, Best Music Integrated Ad Campaign

Summary: For the launch of the 2021 Hyundai Elantra, we wanted to inspire people to safely unlock a new perspective of their city in the middle of a pandemic. Goal: Increase Hyundai’s brand awareness amongst a younger, millennial demographic. In Q4 of 2020, Hyundai released an all-new, class-leading Elantra compact sedan. Unfortunately, this came at a time when consumer interest in sedans is fleeting as more and more people seek SUVs. Luckily, the all-new Elantra is a feature-packed sedan that greatly outpaces the competition. Hyundai seeks to drive consideration for the Elantra in this highly competitive marketplace, as well as to drive positive brand opinion. Audience: Young (and young-at-heart) Creative Connectors who are looking for a feature-packed (but still competitively priced) sedan.They are spontaneous, optimistic lovers of life who prioritize relationships, personal enrichment, and experiential living. At this stage in their life they are less focused on long-term goals and more focused on individual happiness today; they want products and experiences that feel tailored to their needs and desires. Creative idea: We partnered with Spotify and musicians from LA, Miami, and NYC to give us an insider’s guide of the cities each artist calls home. These city guides were made available to audiences everywhere through Spotify podcast tours that drivers could follow along with from place to place. All told, we created 3 guided audio tours, 1 in-person video tour, and a microsite to house the entire experience, complete with itineraries and stop descriptions.

Contributors:

Executive Creative Director:	Barney Goldberg
Group Creative Director:	Jeff Bossin
Creative Director:	Lori Martin
Senior Art Director:	Nicole Macey
Senior Copywriter:	Andrew Boyer
Brand Manager:	Bryan DiBiagio
Executive Producer, Content Production:	Melissa Moore
Chief Marketing Officer, Hyundai Motor America:	Angela Zepeda
Senior Group Manager, Hyundai Motor America:	Monique Kumpis
National Manager, Hyundai Motor America:	Jackie Kim

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.