| Title | LUCKY GUY |
| Brand | HYUNDAI MOTOR EUROPE |
| Product/Service | TUCSON |
| Category |
E05. Use of Licenced or Adapted Music for a Brand or Campaign |
|
Entrant
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INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
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Idea Creation
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INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
|
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Media Placement
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HAVAS MEDIA Frankfurt, GERMANY
|
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Production
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TEMPOMEDIA Hamburg, GERMANY
|
|
Production 2
|
ACHT HAMBURG, GERMANY
|
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Production 3
|
MOKOH MUSIC Berlin, GERMANY
|
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Production 4
|
STUDIO FUNK Berlin, GERMANY
|
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Additional Company
|
PRODUCTION SERVICE SCANDINAVIA Copenhagen, DENMARK
|
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Additional Company 2
|
HYUNDAI MOTOR GROUP Frankfurt, GERMANY
|
Credits
| Jeremy Craigen |
INNOCEAN Worldwide Europe |
Global Chief Creative Officer |
| Gabriel Mattar |
INNOCEAN Worldwide Europe |
European Chief Creative Officer |
| Andreas Cordt |
INNOCEAN Worldwide Europe |
Chief Operating Officer |
| Andrea Razeto |
INNOCEAN Worldwide Europe |
Business Director |
| Ricardo Wolff |
INNOCEAN Worldwide Europe |
Executive Creative Director |
| Reinier Gorissen |
INNOCEAN Worldwide Europe |
Senior Copywriter |
| Marlon von Franquemont |
INNOCEAN Worldwide Europe |
Senior Art Director |
| Felipe Cury |
INNOCEAN Worldwide Europe |
Senior Art Director |
| Halil Mete |
INNOCEAN Worldwide Europe |
Illustrator |
| Morten Frantz |
INNOCEAN Worldwide Europe |
Senior Creative Producer |
| Sven Kuebler |
INNOCEAN Worldwide Europe |
Senior Account Director |
| Lin Fang |
INNOCEAN Worldwide Europe |
Account Manager |
| Min Kyung Park |
INNOCEAN Worldwide Europe |
Account Manager |
| Anna Nowak-Otto |
INNOCEAN Worldwide Europe |
Senior Strategy Manager |
| Sophia Goerner |
INNOCEAN Worldwide Europe |
European Planning Director |
| Mark Fosbueary |
INNOCEAN Worldwide Europe |
European Creative Services Director |
| Maria Vittoria Montanari |
INNOCEAN Worldwide Europe |
Senior Media Manager |
| Wolfgang Ruch |
Havas Media Group |
European Hub Director Hyundai-Kia |
| Charles Guard |
Tempomedia Filmproduktion GmbH |
Director |
| Thomas Guard |
Tempomedia Filmproduktion GmbH |
Director |
| Alexander Schildt |
Tempomedia Filmproduktion GmbH |
Executive Producer |
| Stephan Brockmann |
Tempomedia Filmproduktion GmbH |
Producer |
| Marcel Zyskind |
Tempomedia Filmproduktion GmbH |
Director of Photography |
| Lena Schulz |
ACHT Hamburg GmbH |
Producer |
| Ted Guard |
ACHT Hamburg GmbH |
Editor |
| André Gelhaar |
ACHT Hamburg GmbH |
Editor |
| Maximilian Baule |
ACHT Hamburg GmbH |
Colourist |
| Stephan Moritz |
MOKOH Music |
Executive Producer |
Why is this work relevant for Entertainment?
One film brought a forgotten piece of music into life again all across Europe. The catchy song “Lucky Lucky Lucky Me” by Evelyn Knight, released in 1950, is the spinal cord of the film. By setting a big contrast to the visuals, it makes the film lighthearted and entertaining to watch. It has the magical power of being an ear worm. Thousands of people went online to watch our ad again – and to comment that they couldn’t stop singing the song.
Background
Hyundai is a company that was built from the ground up by one family. Thanks to Korean discipline, perseverance and hard work, the company is now one of the world’s biggest car manufacturers.
In Europe, the Tucson is the best-selling model. So, when the new model was launched in 2018, we also saw the European campaign as an opportunity to level-up the brand perception.
Describe the creative idea
The story of this film is based upon the insight that successful people often don’t get properly recognised for their efforts. When judged from the outside, it’s easy to think that they just got lucky.
We follow the struggle of a man working around the clock to achieve his goals, being private or professional. And funnily enough, the harder he works, the luckier he seems to get.
The song “Lucky Lucky Lucky Me” by Evelyn Knight is the spinal cord of the film. As we see a man working hard to make ends meet, the lyrics describe someone living a lucky life.
Describe the strategy
With an upgraded design, spacious interior, and new comfort and safety features, the new Tucson offers a complete package for hard-working people who don’t make compromises in life. And that is something the brand knows all about.
As the company itself is also a result of big efforts, we decided to celebrate hard work in the campaign. Not with an explosion of testosterone. But with a human, true-to-life story, told in a light-hearted and entertaining way.
As some markets don’t have big media budgets, we needed an ad that would instantly grab people’s attention. We knew the music could play are crucial role to achieve this.
Describe the execution
Instead of choosing a song that enforced the working spirit, we decided to find a song that did the opposite. After a long search, we found the 70-year old song “Lucky Lucky Lucky Me” – a song that celebrates a happy life. The big contrast with the visuals brought the film to a new level.
The film was launched at the end of July 2018 and aired across Europe. Online, we used cutdowns as Facebook ads, Instagram stories and Youtube Bumper ads.
Describe the outcome
Mainly thanks to the song, the campaign reached 136 million impressions online. Many people were instantly caught by the music, resulting in millions of views and comments on Youtube – and thousands of Shazams and Spotify plays. On top, our song reached the top 5 of most-Shazamed ads in the UK.
The campaign helped Hyundai to increase sales and achieve the best-ever Q3 in 2018, with the Tucson still as best-selling model.