2022 Winners & Shortlists

Why is this work relevant for Direct?

This campaign was created for the market of Saudi Arabia and and its format was films that deliver the key USPs of the Hyundai SUV lineup cars in a fascinatingly funny story, using a humour style specific to the Saudi market with an emphasis on dialogue, gestures, physical acting, and accidental situations. And to reach the maximum number of targeted audience, it was posted on Hyundai MEA YouTube Channel since YouTube ,as a communication platform, has one of the world's highest penetration rates coming from the kingdom of Saudi Arabia.

Background

Hyundai’s SUV lineup has a diverse array of safety and driver assistance features to keep both driver and passengers safe on the road. The brief was to create Hyundai SUV range films featuring 3 cars -- The Palisade, The Tucson, and The Santa Fe. The task was to highlight the SmartSense safety features of each vehicle in a new way that's different from how it's usually done in a ‘typical’ automotive ad that focuses on driving shots. And to make films with a captivating storyline that would highlight the SmartSense safety features of the Hyundai SUV models in a creative and entertaining way.

Describe the creative idea (30% of vote)

Online films with a captivating storyline that highlighted the SmartSense safety features of the Hyundai SUV models in a creative and entertaining way. The campaign have 1 main long film featuring 3 Hyundai cars and 3 shorter films featuring one Hyundai car each. The films' concept is called: The Upset Director. It follows a fictitious famous personality who decides to become a film director. Overconfident in his abilities, the debut director promises to make the most dramatic car action movie ever. The only problem -- the cars chosen by his producer are the Hyundai SUV line up. The films are a new take on automotive advertising, a behind-the-scenes car action movie, with no action. The films enable Hyundai to communicate the key USPs of the cars through an entertaining story specially crafted for the people of Saudi Arabia and it was placed on Hyundai MEA YouTube Channel.

Describe the strategy (20% of vote)

Those films were created for the Saudi market, and based on the gathered data that showed that a lighthearted / funny content would appeal more to the Saudi target audience and keep them engaged for longer, especially online video content on platforms such as YouTube that has the world's highest penetration rates coming from Saudi Arabia. So, the approach was to make films that deliver the key USPs of the Hyundai SUV cars including the SmartSense safety features in a creative, funny and entertaining story vs the typical automotive ad, using a humour style specific to the Saudi market with an emphasis on dialogue, gestures, physical acting, and accidental situations. The call to action of this campaign is derived while watching the story long before it appears at the end of the main film and it's: Have a safe and enjoyable drive. With Hyundai SUV lineup cars.

Describe the execution (20% of vote)

Online films with a captivating storyline that highlighted the SmartSense safety features of the Hyundai SUV models in a creative and entertaining way. The campaign have 1 main long film featuring 3 Hyundai cars and 3 shorter films featuring one Hyundai car each. The films' concept is called: The Upset Director. It follows a fictitious famous personality who decides to become a film director. Overconfident in his abilities, the debut director promises to make the most dramatic car action movie ever. The only problem -- the cars chosen by his producer are the Hyundai SUV line up. The films are a new take on automotive advertising, a behind-the-scenes car action movie, with no action. The films enable Hyundai to communicate the key USPs of the cars through an entertaining story specially crafted for the people of Saudi Arabia and it was placed on Hyundai MEA YouTube Channel.

List the results (30% of vote)

5,480,615 views on YouTube. 2,347,901 completed views on YouTube. 19,767 Landings from YouTube.