Scott Muckenthaler
Cause Branding
Revealing the powerful story of what a company does to help.
Quick take
I harnessed a longtime behavior of the company for a campaign that reveals the human connection between customers and the employees.
brand
Hyundai Hope on Wheels
date
2017
challenge
Show people who Hyundai is by telling the story of it's charity of 20 years.
role
Creative Director
Hope on Wheels is Hyundai's program that takes proceeds from every new vehicle sale and donates it to fund pediatric cancer research and treatment. It's a great enough endeavor that we could have said just that and it would have been more than enough. But it's much more inspirational than that so I uncovered a truth that became the driving idea for a brand campaign and a Superbowl commercial.
Hope is our greatest feature. And it comes standard on every Hyundai.
My idea was the foundation for the spot and campaign.
Hyundai has been supporting Hope on Wheels for over 20 years. It's clearly a part of who Hyundai is and its why Hope is a standard feature. And it's why we were able to take it to so many of the brand's platforms.
Watch the launch spot
The idea is about the brand but it's based around the product and the customers. So there were lot's of relevant ways to express it.
After all we're talking about a vehicle feature so the website and even the dealerships end up being relevant places to expose the idea.
A feature on the vehicle landing pages.
We used the big product image with the hand prints to allow the program to move in among the other key feature stories in the typical vehicle pages.
A step in the vehicle builder.
Even though Hope is a standard feature we made sure people building thier Hyundai vebicles noticed that Hope was another feature thats on the car.
Colorizer takeover.
Nothing gets interactivity going in a car site like color swatches allowing you to try out colors of th car. So the addition of the handprint got people to playfully try it out and learn what Hope on Wheels is about.
Even test drives.
When people tried-out the cars in test drives they're trying out the features. And it was important that they could try out the Hope feature, so for each test drive, dealers would donate a portion of what they would dontate for the typical full-purchase dontation.
Superbowl XLII
Hope goes to the Superbowl.
Hyundai set aside humor for this year's Superbowl ad so that it could tell a rear, more human story.
Gameday.
We found a creative way to identify Hyundai owners at the Superbowl so that we could give them a surprise, on-site thank-you on behalf of all the patients, families and doctors that are part of the Hope on Wheels family. The results ended up as the footage for the game day spot.
Watch the Superbowl spot
At the game, the first airing of the spot occured on the big-screen in the stadium. Right after the end of the 4th quarter, just before the start of overtime. Perfect timing.
Watch the stadium footage
The landing page.
A simple, elegant page was put in place to help people quickly and easliy lear a bit more about Hope on Wheels and why Hope is our greatest feature.
Our "Hope comes standard" landing page.
