Open House: Archives

Below is a blog entry I wrote back in February 2008...but never posted on this site (it was my second month working at PBDH and well maybe, I was feeling a bit intimidated by all the great writers here). Regardless of the reason, I just kept this one in the archives. It was regarding Hyundai and my changing perception of the brand, thanks to their "Rethink Everything" campaign.

Well it turns out that I wasn't the only one who noticed. The Hyundai Think About It web site was one of the interactive sites selected to make the September/October 2008 issue of Communication Arts Interactive Annual 14.

John Park, writer for Goodby, Silverstein & Partners of San Francisco comments about the project:
"Looking back, though, one 'small' thing about this project stands out: The request for a fully integrated campaign that would change the way consumers think about Hyundais, in two months...ThinkAboutIt.com was built around an entire company and its philosophy."

It was a nice surprise to see that as a consumer, my response to their web site and campaign as a whole was exactly what they were trying to achieve for Hyundai. As a designer, I'm thrilled to see firsthand the intangible value and importance of the service that we can provide. Kudos to everyone involved on this campaign...

iHyundai. Changing Brand Perception.
(written in February 2008)

It’s possible. When I started doing double-takes watching the commercials, that’s when I took notice of my changing perception of a brand I had known for a long time–Hyundai. The car I used to drive as a college student, which I had nicknamed the “can” because of how cheap and weightless it felt compared to the Toyota my sister was driving at the time. Over the years, I did notice an increase in popularity among Hyundai owners. But it didn’t matter to me. My perception of the brand was set. So when Hyundai started coming out with their “Rethink Everything” campaign, guess what… It started working. It wasn’t just the tagline though. The whole package of the commercial was smart and innovative (for obvious reasons, I’m only referring to the national commercials and not the local advertising). It was challenging me to not just assume that Honda and Toyota were the only non-luxury car manufacturers that cared about quality and smart design. (In fact, it made me realize how annoying and uninspiring other car commercials have been.)

My guess is that Hyundai looked to an industry outside their own for inspiration. Good thinking. Something that we should all strive to do more of. I should point out that I’m only speaking from a brand perspective because I haven’t driven a Hyundai since my college years. (That might change now.) But to have changed my perception of a brand from being cheap and uncool to being a brand that cares about quality and smart design, that’s what every branding, marketing and PR firm dreams about.

Pay attention next time you see a Hyundai commercial and browse through the company website (check out ThinkAboutIt.com). It really will make you Rethink the brand.