The Web Marketing Association is proud to present this 2021 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Advertising Integrated Ad Campaign, Best Automobile Integrated Ad Campaign, Best Mobile Integrated Ad Campaign, Best Music Integrated Ad Campaign
Summary: For the launch of the 2021 Hyundai Elantra, we wanted to inspire people to safely unlock a new perspective of their city in the middle of a pandemic. Goal: Increase Hyundai’s brand awareness amongst a younger, millennial demographic. In Q4 of 2020, Hyundai released an all-new, class-leading Elantra compact sedan. Unfortunately, this came at a time when consumer interest in sedans is fleeting as more and more people seek SUVs. Luckily, the all-new Elantra is a feature-packed sedan that greatly outpaces the competition. Hyundai seeks to drive consideration for the Elantra in this highly competitive marketplace, as well as to drive positive brand opinion. Audience: Young (and young-at-heart) Creative Connectors who are looking for a feature-packed (but still competitively priced) sedan.They are spontaneous, optimistic lovers of life who prioritize relationships, personal enrichment, and experiential living. At this stage in their life they are less focused on long-term goals and more focused on individual happiness today; they want products and experiences that feel tailored to their needs and desires. Creative idea: We partnered with Spotify and musicians from LA, Miami, and NYC to give us an insider’s guide of the cities each artist calls home. These city guides were made available to audiences everywhere through Spotify podcast tours that drivers could follow along with from place to place. All told, we created 3 guided audio tours, 1 in-person video tour, and a microsite to house the entire experience, complete with itineraries and stop descriptions.
Contributors:
| Executive Creative Director: | Barney Goldberg |
| Group Creative Director: | Jeff Bossin |
| Creative Director: | Lori Martin |
| Senior Art Director: | Nicole Macey |
| Senior Copywriter: | Andrew Boyer |
| Brand Manager: | Bryan DiBiagio |
| Executive Producer, Content Production: | Melissa Moore |
| Chief Marketing Officer, Hyundai Motor America: | Angela Zepeda |
| Senior Group Manager, Hyundai Motor America: | Monique Kumpis |
| National Manager, Hyundai Motor America: | Jackie Kim |
INNOCEAN USA
Location: United States
About the Agency:
Founded in 2009, INNOCEAN Worldwide Americas is headquartered in Huntington Beach, California, with offices in New York, Chicago, and Dallas. With 400 employees, INNOCEAN Worldwide Americas is part of the INNOCEAN Worldwide network and currently serves as lead agency for Hyundai Motor America and Genesis Motor America, as well as partners with KIA Motors America and Hankook Tire.