Audio-based short stories help Hyundai connect with consumers
We all have memories of driving, whether it’s cruising south on holiday, powering down the freeway to meet old friends, or travelling just for the love of it.
Our campaign for Hyundai Nordic Edition taps into those memories through a series of uniquely Nordic spoken word stories by novelist Kim Karmark.
The campaign featured no shining cars or smiling faces, just soothing words, meticulous sound design, and a subtle visual backdrop to create an emotional connection between brand and listener. This was a unique approach in an industry where brands are increasingly difficult to separate.
Recognizing that most radio listening takes place in cars, we decided to run the stories as full-length radio spots, providing listeners with a surprising and welcome break from traditional advertising static.
The stories were also made available for streaming platforms with cutdown TV-versions to drive traffic.
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