Hyundai: Takjil War with Shin Tae Yong
Client
Hyundai
Service
Creative
Industry
Automotive
Reigniting awareness for electric cars through a real-time cultural moment.
Reigniting awareness for electric cars through a real-time cultural moment.
Agency
Scope of Work
- Campaign Strategy
- Content Marketing
War Takjil with Shin Tae Yong turned real-time moments and social virality into a powerful brand presence for Hyundai KONA Electric.
Challenge
Indonesia was curious about electric vehicles, but hesitation still stood in the way of adoption.
Indonesia was curious about electric vehicles, but hesitation still stood in the way of adoption.
Despite growing interest in sustainable mobility, many Indonesians remain hesitant to switch to fully electric vehicles. At the same time, intensifying competition has made it harder for Hyundai to stay top of mind. As a leader in the EV market, Hyundai needed to disrupt the conversation by reigniting awareness and re-educating audiences to prove that The all-new KONA Electric is a practical and beneficial solution for everyday mobility.
Approach
To move beyond EV skeptics, we tapped into War Takjil and national football pride as unifying cultural moments.
To move beyond EV skeptics, we tapped into War Takjil and national football pride as unifying cultural moments.
Riding the Ramadan momentum and TIMNAS match day hype, we tapped into football fans as a unifying audience across age, gender, and cities. Centering the story around the highly anticipated ritual of takjil war, we featured Shin Tae Yong, the beloved former TIMNAS coach, showcasing the daily use of The all-new KONA Electric as he joined the takjil hunt before the match. The content spread organically with 0 media spending, strengthening Hyundai’s cultural relevance by connecting its Korean roots with a cherished Indonesian Ramadan tradition.
Execution
The right timing made the campaign feel spontaneous and drove a strong organic buzz.
The right timing made the campaign feel spontaneous and drove a strong organic buzz.
On the day of Australia vs. Indonesia match, we launched “Shin Tae Yong’s Takjil War Before Watching TIMNAS,” released in real time to align with peak match-day attention. Following Indonesia’s result against Australia, public sentiment surged, placing STY back at the center of national conversation and amplifying the content’s relevance and organic reach.
Raw content style positioned the campaign as a genuine public moment over typical brand activation.
Beyond Hyundai’s owned channels, we produced numerous raw “spy shot” style photos and videos of STY buying takjil with KONA EV. Seeded through buzzers, the content sparked organic reposts across social and online media. Distributed via mobile-first platforms such as TikTok, Instagram, and YouTube, it blended seamlessly into user feeds, creating a spontaneous, audience-driven narrative rather than a conventional brand push.
Impact
The campaign achieved viral cultural impact by uniting Ramadan ritual and national football sentiment.
Timed with match day momentum, the campaign successfully entered public conversation in an organic and relevant way. Fueled by emotional attachment to Shin Tae Yong, the content gained viral traction across platforms and delivered engagement that surpassed benchmark performance.
Result
From just 1 piece of content with 0 media spend, the campaign delivered:
From just 1 piece of content with 0 media spend, the campaign delivered:
35%
increase in profile visits
5%
increase in test drive
2.5M
total views generated organically