In 2021, Hyundai planned to launch its first ever Santa Cruz, creating a category unlike any other open-bed vehicle on the market. This new vehicle would not have the authenticity of American brands or the recognition of Japanese competitors in the truck space, while also being the first compact truck in this emerging segment.

To launch the first-ever Santa Cruz sport adventure vehicle, Hyundai tapped into its namesake Santa Cruz, California. “Journey Through Santa Cruz” separated the all-new vehicle from the traditional, utilitarian trucks on the market today while celebrating the individuality and adventure sports lifestyles of Santa Cruz surfers, mountain bikers, artists, and skaters. One of those artists is Jimbo Phillips. The art his father created, and that Jimbo continues today, is a cornerstone of Santa Cruz culture. His art is featured all over town in local business logos, clothing, and skateboards. We commissioned Jimbo to create 27 original pieces of art, many of them featuring the Hyundai Santa Cruz, to be used on OOH boards for the campaign.

Share:
Share at 1.5% in November, surpassing goal by 0.1%

Awareness/Familiarity/Opinion:
Awareness: 30 (goal was 15)
Outperformed Kona at launch (awareness over 2 quarters was 12)
Familiarity: 5 (goal was 4)
Opinion: 4 (goal was 4)