Hyundai’s consumer is older than industry average. Attracting younger consumers and converting them into brand loyalists is a new growth strategy. Hyundai created their first Gen Y targeted vehicle, Veloster, and needed to build awareness and credibility with this hard to reach, sceptical audience. Digging into Gen Y insights, we found they crave social relevancy and utilise technology to attain it.Injecting Veloster into the target’s thirst for social one-upmanship; not to interrupt but become what they like by creating a collection of authentic, opinion-provoking experiences was our goal. Our content would be music, technology and gaming—key target passions.

RE:MIX Lab helped propel sales of nearly 4,000 Velosters during the launch month, surpassing the sales goal by 24% throughout the RE:MIX Lab’s 3-month duration.Popularity of the events vastly exceeded estimates with attendance above 16,000 (90% over estimate) and over 1.7m social media impressions generated by RFID check-ins.Earned media also greatly surpassed expectations with over 100m impressions, including coverage in NY Times, MTV, G4, and Rolling Stone.In only 3 months, RE:MIX Lab and Veloster were also able to help drop the median age of the Hyundai buyer by 3 years!

Our idea – the RE:MIX lab, a nation-wide mash-up of music, technology and gaming which travelled to creative spaces in the 5 top US cities. Featured were 3 customised Velosters, each an embodiment of one of the themes.With 15 partners, we created 30+ events including 3D projections with original scores, a DJ set by Academy Award winning director Jason Reitman and DJ Cut Chemist and a live streamed Q&A with Skrillex from the commissioned film, RE:GENERATION.

DJs performed from the ‘music’ Veloster, a gaming tournament emanated from the ‘gaming’ Veloster and a first-to-market RFID social check-in from the ‘technology’ Veloster.

Generation Ys not only want to keep up-to-speed on every status update, they also want to spread new content and build their social status within their peer group. Leveraging their passion for devouring and creating new interesting content for the sake of social currency, RE:MIX lab was designed to centre on collaborations of different genres, industries, and artists to produce ground-breaking products, music, and art. In this way, we sought to gain credibility with the audience and position Veloster as a desirable brand.