A campus takeover converts Hyundai believers
- Event
- Drive the Future
- Client
- Hyundai
- Industry
- Automotive
Hyundai was ahead of the market, but the consumers who would define its future needed more than a product launch to believe in it.
Turn the next generation of car buyers into believers in Hyundai's alternative-fuel future.
Hyundai was leading on alternative fuel before the market caught up, but innovation alone wasn't converting customers. They needed an educational experience that would help close this gap and engage future consumers with their vision for a more sustainable future.
Reach the audience who will shape the market, not the one that reflects it today.
College campuses were a strategic entry point into a generation aligned with Hyundai's sustainability vision.
By leading with the mission instead of the product, we united students around a shared commitment to a greener future – making Hyundai's alternative-fuel lineup something worth getting excited about.
Where sustainability meets the open road
001
What was designed
Ride-and-drive experiences, sustainability activations and a social media contest across three CA universities.
002
How it was approached
Each activation reflected Hyundai's sustainability commitment including a grant to the winning campus's sustainability department.
003
What it achieved
Drive the Future exceeded its ride-and-drive goal, putting 630 future consumers behind the wheel of Hyundai's alternative-fuel future.
Drive the Future proved that experience converts where messaging alone never could.
media stories shared
Ride-and-drives (exceeded goal)
weeks of live engagement
Experiences that change believers
Conversion doesn't happen in a deck. It happens in a moment that makes people feel the brand before they hear the pitch.
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