Journey Through Santa Cruz

In this social-first launch campaign, we brought a brand new segment to life for Hyundai--trucks. This small "sport adventure vehicle" is as unique as the city it's named for: Santa Cruz. Built for adventure-loving free spirits, this vehicle needed to prove that Hyundai got the lifestyle of the drivers they were going after. So we leaned all the way in with socially led, authentic storytelling focused on the legendary town and some of its most famous locals.

In a long film directed by skateboard legend Stacy Peralta, we took viewers on a Journey through Santa Cruz, meeting artist Jimbo Phillips, surfer Matt Rockhold, and skater group Lady Lurkers along the way.

We commissioned Jimbo to create custom illustrations indicative of his and his father's signature style, created OOH, merch and social posts to support the campaign.

It did so well the client ordered up a TV spot that exceeded all expectations.

Not bad for the "social team."

In its first month of sales, Santa Cruz passed Corvette as the fastest-selling car in the U.S.
1.5% share in November, surpassing goal by 0.1%.

Significantly out-performed the non-luxury category norm by 47pts by ACE Metrix.
Very high Information (+60) and Change (+64) scores, two key components of new model launches. Exceptionally high brand and model recognition.

85MM video views across all platforms (+163%) while garnering 207MM total impressions.

75% positive (+7ppts above goal) social sentiment.

264K/month average engagement, exceeding objectives by 165%.