Hyundai:

CAR shopping, finally elevated.

Shopper Assurance retail transformation | Strategy Director (Contract), Innocean

THE CHALLENGE

People love getting a new car. They hate buying one. Shoppers spend nearly 15 hours on the process, and Hyundai trailed the industry on satisfaction with the sales experience.

THE INSIGHT

A better ad can’t fix a broken experience. To change how people felt about Hyundai, the brand had to change how people bought one.

THE WORK

Partnered with Hyundai’s CMO to conceive and launch Shopper Assurance, a retail transformation program that took the pain out of car buying: transparent pricing, flexible test drives, a streamlined purchase and a 3-day money-back guarantee. Then we brought it to life in a fun, self-deprecating way with a Super Bowl campaign that drove more traffic to dealers.

Hyundai Shopper Assurance ad with Jason Bateman starring as an elevator operator that describes all the floors in life that you don’t want to experience, including car shopping as we currently know it. But, with Hyundai, it’s much better.

THE RESULTS

Auto ad in Super Bowl (USA Today Admeter)

#1

Ad overall in SB (USA Today Admeter)

#4

Social Media Views (YouTube, Facebook and X)

68M+

Surge in traffic to Hyundai webpages

1,831%

Shoppers had a significantly more positive opinion of the brand

53%

Significant increase in leads and traffic