Hyundai had low awareness of their wide range of award-winning SUVs. All capable, but each designed for a different experience to help you get out of your comfort zone.Through research, we discovered that 35 million Americans have never left the state that they were born in; 10% of the U.S. population have never stepped outside of their comfort zone. With the increase in streaming platforms, content and shows - Hyundai needed to find a better way to reach a captive audience in an ever-changing media landscape.

The Un-Adventurers is a three-part, long-form television series following people on the adventure they’ve spent their entire life avoiding. While most of us take travel for granted, 1 in 10 of the U.S. population have never left their home state. We decided to get them out of their comfort zone to discover the power of travel firsthand.

From the driveway to the state line and beyond, Hyundai aims to make people's lives a little better. Whether it's helping them discover what they're missing out on or embracing the shared human stories along the way. Hyundai is more than just a vehicle that gets people from A to B, but rather a partner that gets them to where they want to go. To bring these stories to life, we partnered with Tastemade to develop a series that engages with a global audience of more than 300 million monthly viewers on all major digital, mobile, and streaming television platforms, streaming 2.5+ billion views each month.

For this series we wanted to tell a larger story than what can fit into a 30-second ad. So we transformed their journey into a TV show taking full advantage of the 22-min. episode length to bring their stories to life. In each 22-minute episode, we take one duo on their first road trip across state lines, following along as we discover how the journey is as important as the destination as they push beyond their boundaries - all behind the wheel of a Hyundai SUV. The television series is currently streaming across all OTT platforms from Amazon Prime to Apple TV on the Tastemade Channel. Airing in over 200 countries to over 300M subscribers.

Our results also tell a great story, too. After watching the series, viewers were 57% more likely to recall Hyundai (+11% above norm), 41% more likely to be favorable towards Hyundai (+10% above norm), and 24% more likely to consider purchasing Hyundai (+7% above norm). Additionally, there was a 49% growth in new fans across Hyundai social media platforms.