Some brands are searching for a purpose. Other brands focus on purpose from day one because it’s an expression of the company’s core values and because it’s good for business. Emotion moves people to pay attention, care, and buy.
The following short film from Hyundai is packed with raw emotion.
Paul Imhoff has been successful at orchestrating integrated marketing campaigns from launching a luxury car brand in the U.S. and globally to award-winning Super Bowl commercials to managing regional retail marketing efforts, high-end events, global product launches, award-winning branded content, and search engine marketing.
Yet, everything changed for Paul Imhoff and his family the day his son, Reese, was diagnosed with osteosarcoma. Within hours of the diagnosis, Paul also received an offer from Hyundai for the Director of Marketing position. From that day on, the Imhoff family embarked on their journey of hope and heartbreak Hyundai and Hyundai Hope On Wheels.
The need for what Hyundai is doing is acute. Only 4% of federal funding for cancer research goes to pediatric cancer. Hyundai Hope on Wheels works to bridge this gap with donations from every new vehicle sold. To date, $185 million has been donated in support of over 1,000 research grants focused on improving outcomes for children battling cancer.
“This campaign humanizes the Hyundai brand and is rooted in emotional storytelling that threads the spirit of Hyundai and its customers’ passions for life,” says Angela Zepeda, CMO of Hyundai Motor America.