This campaign was designed to drive consumers to HyundaiMomentum.com — a website that organizes the overwhelming amount of opinions and information about Hyundai (both positiveand negative) into a simple, searchable database. Because when it comes to buying a car, the amount in your head is more important than the amount in your bank account. The more people know, the more likely they are to choose a Hyundai.

The Hyundai Momentum campaign was a huge success both internally and among the target. It helped galvanize the entire company across the country and across the globe at Hyundai headquarters in South Korea, giving the company, the factory workers, and the entire dealer network a tangible way of seeing the enormous, positive effect their brand was having on the public. The press lauded the site and campaign as yet more proof of Hyundai’s honesty and ability to relevantly connect with its customers. Even competitive car companies inquired about the campaign, with several attempting to replicate the site for themselves. And consumers not only showed their support by visiting the Momentum and Hyundai sites in record numbers, but also by pushing Hyundai’s sales 49% higher than the same month of the previous year – at a time when the rest of the car industry was dismal with flat sales at best.

The Hyundai Momentum website went live on October 1, 2009, the same day that we launched the radio campaign and online banners to announce it. Over the following week, we began airing the television spots introducing the site and promoting the Hyundai Momentum programme nationwide on all major networks. This support across television and radio continued through the month of October, with a gradual increase in online media and digital PR outlets until the CNN homepage morph takeover on November 3.