Hyundai Canada
Our agency Consumerology study on people’s attitudes toward purchasing environmentally friendly products and adopting environmentally friendly behaviours revealed that the conventional wisdom of youth being the primary audience for environmental marketing was wrong. In fact, adult women are most responsive. The extensive study also uncovered an important insight: people place a higher level of importance on the issues of keeping fresh water clean, reducing excess waste and reducing air pollution and smog than on tackling global warming. Global warming and climate change are too big and abstract for average people to either understand or confront.
With the proprietary research in hand, Narrative helped Hyundai Canada frame their commitment to clean air with the launch of the aptly named, “Clean Air Commitment.” We developed and launched their program, which was built in the image of the wildly successful “Cash for Clunkers” program in the U.S. As part of the Clean Air Commitment, Hyundai offered a cash incentive to customers who recycled their older vehicle and replaced it with a new fuel efficient model. Climate Change Project Canada and the Ontario Lung Association joined Hyundai for the media launch, which featured a breath-taking photo op of an old clunker being suspended above a massive “recycling bin.”
Hyundai’s Clean Air Commitment led the industry, with a number of manufacturers following suit and offering similar incentives. The program made national headlines and resulted in tremendous sales growth and, more importantly, thousands of recycled clunkers.
Services Provided:
Media Relations
Public Relations
Product/service launch
Activations and experiential marketing
Earned Media Impressions: 45,134,688