You decide better than you think.
Hyundai. Repositioning for the Spanish market, 2024.
Hyundai held a strong functional position in Spain. Good cars, real value, sound engineering. But it carried a quiet label: el resultón. The one that surprises by performance but stays emotionally distant from Spaniards.
That positive surprise needed to be reinterpreted: Hyundai was better than you thought. But the value moved from the brand to the consumer: you decide better than you think. Make the decision aspirational, not the car. The bridge between brand and country came from one shared truth: ingenuity.
The campaign launched only weeks ago, too soon for metrics. But even before the strategy reached the market, it already had a positive impact: the Hyundai team discovered they knew much more than they thought, and that Hyundai could be much more identifiable to Spaniards.
Strategy director alongside Picnic. Diagnosis, stakeholder interviews, workshop direction and distillation. Four-month engagement, from brief through the legitimacy lever system Innocean used as foundation for the creative platform.