European Pre-Launch Strategy and Campaign i30

Task:

1. Support the "True Quality Matters" initiative and support the repositioning of the brand "Hyundai" and the i30 product in the European market.
2. Attain of one of the strongest segments (segment C) of the Chinese automotive market with the introduction of the Hyundai i30.
3. Assure success of the i30 launch by creating a basis for subsequent campaigns of the i-series and attract new audiences.
4. Extraction of suppliers and dealers to invest in future marketing activities in order achieve integrated i-campaigns.

Solution:

Development of an integrated marketing communications campaign for Europe, which can be rolled out across all media types. The procedure was as follows:

1. Creation and evaluation of a target and competitor analysis.
2. Compression of the campaign parameters, such as communication goals, consumer insights, tonality, etc. in a creative brief.
3. Creation of emotional characteristics of the brand and the product with unique and differentiated values that play into the existing brand image and its values (Quality, Self-Assured and Inspiring).

Creative Work:

• Conception and production of a Mood Film
• Development of the storyline for a TV spot and subsequent supervision of the production
• Creation of a print campaign including ads and brochures