In 2011, Hyundai aimed to introduce the i40, a model specifically designed for the European market at the company's European R&D Center. The objective was to successfully launch this vehicle in Azerbaijan, where consumers place a high value on goods of European origin, particularly regarding quality. However, the challenge lay in overcoming a significant perception barrier: while the i40 was engineered in Europe, it was manufactured in Korea. This posed a unique challenge in a market where "European Quality" is often equated with "Made in Europe." The task was to shift this perception and position the Hyundai i40 as a true European-quality car, despite its Korean production.
The perception that European products are inherently superior is deeply ingrained in the Azerbaijani market. However, many products originally invented in Europe are now manufactured with equal or even superior quality in other parts of the world. In some cases, non-European companies have become market leaders in these categories, proving that quality is not confined to geographical origins. This insight led to the realization that consumers could be persuaded to re-evaluate their biases if presented with compelling evidence that quality transcends location.
To address this challenge, we devised a creative and engaging solution: a Facebook-based contest that featured demotivators. These demotivators humorously highlighted various products that, while initially invented in Europe, are now produced with better quality in other regions or are led by non-European companies. The contest encouraged participants to submit and vote on demotivators, sparking lively discussions and debates across social media platforms. By leveraging the power of social proof and user-generated content, the campaign effectively challenged the existing perception that European quality is tied to European manufacturing. The engagement was not just about entertainment; it strategically positioned the Hyundai i40 as a vehicle that embodied European quality, regardless of its Korean origins. The impact of this campaign was substantial. The widespread discussions and debates it generated led to a significant shift in consumer perception. This, in turn, translated into remarkable commercial success: after 11 months of stagnant sales, the Hyundai i40 experienced a 150% increase in sales, proving that the campaign had successfully reshaped consumer attitudes and reinforced the brand’s commitment to quality.
