Sonata - Rethink Luxury
Issue 24 | October 2012
If you asked South Africans to think about luxury car brands in their country, we’re sure they wouldn’t think about Hyundai. That was the challenge when launching the new Sonata – a completely re-designed luxury sedan that even the harshest overseas critics were comparing to a Mercedes or Lexus.
To get people to rethink what they knew about luxury cars, we removed the badge and replaced it with a question mark. Teasers were run on TV and in print before the official launch; including a microsite address, where viewers could find out more about the vehicle.