To launch the Elantra the consumer was taken on a journey to show the lengths Hyundai goes to make the best built cars on the planet.
Three television commercials were produced. The first showed how Hyundai produces its own steel, because that’s the only way to guarantee the quality Hyundai demand.
The second showed the extraordinary lengths Hyundai goes to paint the Elantra and the final commercial revealed the beauty of the Hyundai designers work.
The advertisements ran in consecutive commercial breaks meaning in an hour’s television the viewer would be exposed to the whole Hyundai story from steel production to finished car.
This idea helped Hyundai achieve significant growth across all quality measures and most importantly achieve market share growth of 400% in the small car segment.