Tucson IX was a newly launched coup style SUV by Hyundai Motor in 2009. 2535 young target was enthusiastic with the innovative and attractive design. To appeal our target, we extracted the totally new concept 'Sexy Utility Vehicle' and it was applied through all creatives including IMC activities. 14 multi-TVCs have different copies in the same format depending on time, programme, seasonality and situation. The match of BGM and a written copy added quality to the TVC.

Pre-launching 'security cover with GUESS jeans' IX used the actual fabric pattern of the sexy jeans brand GUESS as a pre-launch security cover on its final road test drive. This enabled TUCSON IX to win both on-and off-line media attention even before its official launch. 'IX T-shirt' Limited edition GUESS t-shirts with IX message were exposed in catalogues and stores as well as publicity as another vehicle.Launching 'Multiple TVCs' 14 different copy messages on-aired by air time, situation, and media prevented the audience from getting tired of the same format. The delicate balance between the BGM and the copy, the TV commercial ensured the coherence of the whole campaign.Post-launching 'VMD in dealership show window' Life-size stickers of people were stuck on the Hyundai dealership show window, posing as if  they were taking a look at the Tucson IX inside the room. These outdoor media have successfully grabbed high attention.

Target age group’s response was very positive by pointing out a subject to which they feel related.All messages from IX focused on its main concept and were successfully extended to the target group.IX has done a new and initiative trial in the automobile AD industry and even was well enough to inspire the making of lots of parodies from TV show and UCC.