HYUNDAI KONA 'STAND OUT'

HOW WE USED ONLINE TROLLING TO LAUNCH A CAR

The All-New KONA is different. It’s Hyundai’s first BSUV, with a brave, bold design and an attitude which attracts non-conformists; real women who go against the grain and are unafraid to be themselves. But as we all know, individuality comes at a cost. When you stand out, you attract as much love as you do hate. With the launch of KONA, we wanted to rise above the hate and own our individuality. And how did we do this? By tackling an issue that our audience can relate to: online trolling.

In our launch campaign, Stand Out, we worked with performance Poet Vanessa Kissule to create a series of films to counteract negative comments. Teaming up with three bold influencers, we read out hateful comments they had received and gave them a positive spin with a confident, poetic rebuke.

The campaign not only empowered others to be themselves, but to celebrate their individuality. Because after all, it’s better to Stand Out than draw no opinion at all.