When I rejoined Innocean as a freelancer, I was brought on to a project that I later found out was the one that no one wanted to work on. We were asked to rebrand Hyundai’s "Certified Pre-Owned” program with a clearer new name, a new positioning line and introduce the new and compelling program enhancements in a 360º campaign. We were given a tiny budget compared to our competition which, on average, out spent us 6 to 1. And we were asked to create the campaign with existing photography and running footage that was 3-4 years old because, after all, we were advertising old Hyundais.
We came up with Hyundai Certified Used Vehicles, "The best of what's next", and a campaign inspired by the continued journey a Certified Used Hyundai embarks on when their owner says “Goodbye”. In an effort to stand out and provide the client with creative that could meet their needs in a crowded and competitive segment, we steered away from the expectations and the tired, old approach of using existing assets. Instead, we came up with a fresh new look and feel, unlike anything Hyundai had done before, using CG animation featuring our cars in a bright, eye catching, illustrated world.
Point of Sale
We carried the look and feel of the rebrand campaign into dealerships. Here's a look at the pole banner, table tent, the mirror hangs tags and license plate inserts you'd find find on the lot.
We carried the look and feel of the rebrand campaign into dealerships. Here's a look at the pole banner, table tent, the mirror hangs tags and license plate inserts you'd find find on the lot.
Paid Social
Static and Video ads
Static and Video ads
Dynamic Display
Agency: Innocean USA
Creative Director: Sherry Dargert
Copywriter: Debbie Lavdas
Creative Director: Sherry Dargert
Copywriter: Debbie Lavdas