1. Persuasion: Express leadershipa) Big bold presence in iconic events: the Oscars, the Olympics and the Superbowl – even as budgets declined 30%.

b) Leadership behavior: roadblocking critical websites, landmark outdoor.

2. Experience: Make it easy to experience.a) Virtually: Detailed product integration in programs like the Top 20 program “24”, where Genesis was featured so skillfully it was noted in the New York Timesb) Physically: Digital Genesis Tour, a partnership with magazine publisher Harris Publications and Apple, where tastemakers could experience the car at Apple Stores and key Manhattan events.

3. Influence: Socialize and stimulate commentary.a) Shareable content across multiple digital platforms.b) Refined search marketing at every stage of purchase.c) Blogs, PR, social commentary, auto media.

Coupled with a groundbreaking retail program, the Assurance Program, and winning North American Car of the Year, Genesis is a symbol of a new era at Hyundai: 1. Sales are up 14% in January 09, vs. Industry at -37%2. Hyundai brand consideration at highest level ever3. Dealer traffic at 10 month highThe communications plan delivered three-fold:Persuasion: Superb ratings plus post-Superbowl favorability at 43%, highest in categoryExperience: Pass-along rate of online video at 1.6MMInfluence: 300%+ increase in search performance, 200%+ conversion, 15% + online considerationPositive sentiment crests at 63% post-Superbowl