Hyundai: Keys to Mobility
Brand Campaign
Scroll ↓
ClientHyundai
LocationBerlin
My RoleCreative Concept Lead
ObjectiveTranslate Hyundai’s brand purpose into a digital brand campaign that provides uplifting and inspiring content amidst a global pandemic.
About
While mainly known for its cars, Hyundai is a brand truly committed to all things mobility. With the brand’s innovative R&D labs making leaps in the field of "wearable robots", Hyundai sees its role expanding far beyond the automotive transportation sector.
This commitment to providing freedom of movement to everyone was at the core of “Keys to Mobility” brand campaign I created for Hyundai.
Strategically steering clear from being yet another brand telling consumers how to wash their hands in times of COVID-19, we aimed to inspire Hyundai’s global community by reminding them of a simple fact: while mobility may be restricted – it is not entirely canceled.
My Role
I lead the brand campaign’s ideation and execution across Hyundai’s digital ecosystem, with key storytelling moments focused on Hyundai’s worldwide Instagram channel. My area of responsibility included:
Driving campaign phases from conception to creative briefs, planning, production and go-live across multiple channels
Working together with strategy team to translate consumers insights into actionable marketing tactics and storytelling moments
Identifying and managing strategic partnerships with leading international fitness and mindfulness influencers
Leveraging internal creative teams as well as external agency partners to ensure cohesive campaign storytelling in line with brand and business objectives
Results
The #KeysToMobility campaign engaged and grew social media audiences by 25%, paid into the brands strategic objectives of diversifying their follower base beyond auto-enthusiasts and increased overall interaction rates by almost 50% - thereby successfully connecting horizontal brand objectives with key strategic verticals for social.
The campaign generated over 6 million engagements and positioned Hyundai in users’ hearts as a brand dedicated to all things mobility - and not just cars.
Social Content Pieces
The #KeysToMobility campaign offered users the keys to unlock various ways of staying mobile in the most immobile of times - highlighting that mobility can be physical, spiritual and emotional. Working together with global influencers, we created unique content pieces for each area of mobility, resulting in shareable tutorials ranging from mindfulness practices to home workouts to DIY for kids.
