How Hyundai Broke Advertising’s Rules and Won a Grand Prix

Hyundai’s ‘Night Fishing’ – winner of the Cannes Lions Grand Prix in the entertainment category – was not so much an ad for a car as it was a film experience, and it came from the idea that people want content that entertains. 

People are “overwhelmed” by content, Sungwon Jee, global chief marketing officer at Hyundai, told a session at the Cannes Lions Festival about the making of the award-winning campaign. “In the past people chased brands, but I think now brands have to chase people. The real challenge for us is not just being seen but being chosen,” he said.

Movies, not ad placements

‘Night Fishing’ – a 13-minute film made for the Hyundai Ioniq 5 – was born out of the belief that unskippable content has to be something people will even pay to see.

Jee’s team took this insight to Innocean, the Seoul-based agency they have partnered with for the last 20 years. The brief was distilled to one goal: create something that people will want to watch, not because it’s branded but because of the cinematic experience.

Jung A Kim, chief creative officer of Innocean, was charged with bringing the story to life only using the car’s seven fixed cameras: it centres on an identified agent who encounters a mysterious being, in what’s a cross between a sci-fi and thriller. In the film’s 13 minutes, the brand’s name is not heard or seen once, defying the normal rules of advertising.

Despite that, the movie sparked brand interest and helped drive a 26% increase in dealership visits and a 55% rise in Ioniq test drives, thanks in part to the extensive media coverage and PR value it generated.

Lessons from Night Fishing

• Limits inspire: The team’s creativity was tested because the entire film was shot only from the position of the fixed cameras on the car, but it led to greater innovation and storytelling.
• Free kills: “Free doesn’t always mean desirable,” Kim said. The film was given a theatrical release in Korea, and people were asked to pay $1 to see it. Instead of turning people off, it had the opposite effect and its theatrical run was extended from two weeks to five because of demand. “It did not just enter the market, it entered the conversation,” said Jee. The new format has earned ‘Night Fishing’ the nickname ‘snack movie’.
• Branded content – off YouTube and On Demand: Branded content is often just another ad pretending to be something else, Kim told the audience, whether it’s a music video or a cartoon. “Instead of pushing a message we need to focus more on the experience the audience will have.” That’s how you create impact and get your content seen in unusual spaces, from music concerts to theatres.
• Let the creators lead: Hyundai broke away from the usual way brands work with agencies. The brand gave control to creative people and when creative people are trusted they go much further, Jee said. “And when brands let go of control, the work becomes more honest, more engaging, and ultimately more meaningful,” he added.

Final word

Marketers should think less about pushing messages and more about asking what people want to experience. “Branding is about making fans and keeping them,” Kim said in conclusion.