Hyundai x Menjadi Manusia
Client
Service
Industry
Turning Gen Z and Millennials Social Issues Into Test Drive Opportunities.
Agency
Scope of Work
- Brand Communication Strategy
- Campaign Strategy
Blending automotive test drives with mental health advocacy.
Challenge
For Gen Z and late millennials, who care more about connection than campaigns, the usual test drive wasn’t the answer.
To younger audiences, traditional test drives felt intimidating or transactional. Hyundai needed a fresh approach that made it easy and comfortable for them to engage.
Partnership with "Menjadi Manusia" the popular Indonesian mental wellness platform.
Together, we designed an activation that stepped away from conventional automotive marketing and tapped into what truly matters to the audience.
Driving connection through mental health storytelling.
The activation created space for authenticity, emotion, and real connection. It helped break the stigma around test drives and positioned Hyundai as an empathetic brand that understands its audience beyond the product.
Result
The emotional approach moved audiences from engagement to action.
By addressing mental health, the partnership with Menjadi Manusia built a sense of authenticity and trust. This relevance turned the campaign into more than just a message. It became a moment of connection that had a real impact on business.
Impacts
3x
More Engagement
2x
More Test Drive
