Hyundai’s primary competition are Japanese, American and German automakers.

So, that’s exactly who we personified and brought to life as frustrated Chief Executives who are resorting to desperate, questionable and occasionally illegal behaviour in an effort to figure out how Hyundai is able to offer customers such an unbeatable mix of quality features and value.

The ‘3 Executives’ were born: anti-heroes with charm, humour and personality- who we leveraged consistently in all media.

We answered their frustration of ‘How does Hyundai do it?’ with a tagline and rallying call born of a kitschy popular music track: Our Competition Just Can’t Figure Out How We Do It... This is how we do it.

The Three Executives Integrated Campaign launched in August 2015 with a multi-channel plan in place to reach Canadians across the country (English Canada Only).

TV and Radio were used to drive reach and establish the platform to the masses.A mix of prime time programming and speciality sports buys were key TV drivers.

Top Radio Stations across major Canadian markets were also planned to deliver added frequency.

Additionally, digital display, video, paid search and print executions were layered in to deliver targeted reach to in-market car buyers.

Built to establish a long term communications platform – the first phase of activity spanned 9 months (August 2015 – April 2016).

Since Aug 2015 launch, the campaign reach has exceeded 90% reach of the English Canada Population.

Dealer floor traffic has increased substantially across the country reaching +11.3% at points based on Year Over Year traffic.

To date, digital campaign elements have driven 975,000 site visits with almost 2 in 3 of those visits being ‘new visits’ to HyundaiCanada.com.

Additionally, sales data for the first four months of campaign in market shows results of +9.4% YOY sales which represents 109% of the sales objective achieved.