Lead agency: M&C Saatchi PR
Who came up with the idea?: Chris Hides, M&C Saatchi PR
Who signed it off client-side?: Natasha Waddington, Hyundai
Who delivered it
This campaign needed to generate traffic to Hyundai consumer website and sales enquiries for Hyundai i30 through media coverage outside the specialist motoring press.
The campaign started with the simple truth: that families, especially children, are tough on cars.
It set out to show how the i30 had been designed, built and tested with families in mind.
To take this to an extreme, the PR team set up a stunt in which safari park monkeys would give the Hyundai i30 the ultimate wear and tear test.
The activity generated over 150 pieces of media coverage in the UK including half-page stories in the Daily Mail, Daily Mirror, Daily Express, Daily Telegraph, Daily Star, Hello Magazine. International media coverage was also achieved, with pieces as far afield as North America and Canada (ABC News, Fox News, CNN), Germany, South Korea and South Africa (national TV news)
What’s more, all the articles featured Hyundai brand mentions and 94% featured key product messages on durability and quality.
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