Hyundai STARIA #LargerThanLife

Client

Hyundai

Service

Creative

Industry

Automotive

Turned a Car Launch into an Emotional Connection.

Agency

Scope of Work

  • Brand Communication Strategy
  • Campaign Strategy
  • Installation
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Hyundai redefined automotive marketing by launching the Staria MPV through abstract art.

Challenge

Launching a new car during Indonesia’s 2021 COVID peak wasn’t just challenging—it demanded a whole new approach.

The Indonesian market was dominated by established brands like Toyota and Mitsubishi, prompting Hyundai to adopt a fresh and disruptive approach to stand out. People weren’t thinking about cars. They were seeking comfort, space, and connection. So instead of shouting specs, we invited them into a conversation.

Approach

The "Larger Than Life" three painting series.

The "Larger Than Life" painting series acted as the creative gimmick while sparking conversations. Hyundai bold a digital play: abstract art that mirrored pandemic emotions while highlighting the Staria’s spacious interiors for family and futuristic design that inspired optimism.

Result

A digital-first movement that doubled engagement and made the Staria’s debut feel larger than life.

The campaign’s success lay in the authentic storytelling. By adopting a human-centric approach, the Staria’s launch became a cultural moment, proving that the best marketing makes people feel before they see.

Impacts

2x

Time Followers Growth

50%

Higher Website Traffic