The compact SUV segment is the most competitive and crowded space in the automotive market. Hyundai needed to make an impact with the launch of the all-new Tucson, which trailed leaders like Toyota RAV4 and Honda CR-V in every metric.

Hyundai prepared to launch their all-new Tucson in Spring 2021. While preference has been shifting towards SUVs for the past several years, Hyundai has been primarily thought of for cars. If Hyundai was to achieve aggressive growth goals while building brand perception, we needed to make a big splash with the newly-redesigned Tucson. Not only did we need to improve awareness of this model, but we needed to use this vehicle as a way to build the Hyundai brand overall. This was Hyundai’s moment to demand more attention.

To launch the most advanced Tucson ever, Hyundai designers and engineers questioned everything, from styling and performance to safety and technology, pushing the boundaries of the status quo to find new, groundbreaking innovations.

Coming up with anything new and innovative starts by asking the tough questions. In the case of the all new Hyundai Tucson, that meant questioning everything about the SUV, from grill to tail, inside and out. To make the SUV, and this process of innovation, memorable in the minds of consumers, we lead into it by using other humorous and vexing life questions we all may or may not have asked ourselves as the creative hook.

While most competitors focus on adventure or technology in this segment, we wanted to connect with our audience differently. We discovered that our target buyers are going through big transitions in life and moving up in the world. They are creating change to move themselves forward. Just like Hyundai is moving forward with innovative new changes.

But where does that change come from? It comes from questioning every little detail and assumption. Which is exactly what Hyundai did with the all-new Tucson. Can it be more stylish? Can it have more, bigger, better technology? Can it get noticed everywhere it goes?

We created a campaign that asks the questions others might miss, while showing off the advanced technology, striking design and capability of the all-new Hyundai Tucson.

In May, we began to show our target how questioning everything was the reason behind our best Tucson ever.

The campaign was led by a broadcast TV campaign which asked some of life’s most perplexing questions featuring a wide spectrum of celebrities: Jason Bateman, Mindy Kaling, Kawhi Leonard, Giada De Laurentiis, Becky G and Nate Berkus.

Once we had introduced the all-new Tucson and the “Question Everything” mindset, we questioned what an ad really is and how we might create something entirely new. Our Disney Partnership was both a content and media partnership, leveraging favorite programs, characters and properties to make Tucson a household name. We worked with Disney CreativeWorks to create broadcast spots that featured ESPN’s SportsCenter, Black-ish and The Bachelorette. Marvel Partnerships helped us create ads featuring Falcon & Winter Soldier, and IP from new Disney+ series LOKI, WandaVision and What If?

The Tucson launch drove strong attention, engagement, and record demand. A lift in search volume proves that more people were actively shopping for this vehicle. Tucson sales increased YOY between May and August even though the industry saw unprecedented inventory shortages. While the sub-compact SUV segment was down 3.6% YOY, Tucson sales increased, allowing Hyundai to gain share within the largest segment in the automotive industry. We achieved record sales during the first month of the campaign. Sales between May and August were up 17% YOY.

The use of Disney and Marvel IP helped capture our target’s attention on social and beyond, delivering the following results through the end of the campaign:

- 507MM planned impressions – 13% higher than planned.

- Reached an estimated 200+MM people in the U.S.

- 36MM estimated engagements TV/Social/Digital.

- 177MM paid social video views at 35% rate higher than Hyundai’s 29% average rate.