Hyundai: New Thinking

Hyundai spent billions reinventing their brand. There was only one thing they did wrong: They forgot to tell people the news. So we turned the Hyundai site into a digital showroom that rivaled their real ones. Knowing that people search for models of cars, we designed every page to look like a homepage.

As day-to-day creative lead on Hyundai, I developed the content strategy to rebuild the site, wrote boatloads of copy about cars, managed multiple copywriters, and wrote and produced the anthem film.

The sultry twang of Jeff Bridges explains New Thinking:

Every page a homepage.
People don't search for brands. They search for models. So we treated Google as the first step in the car-buying process and designed ever page you could land on as if it were a standalone homepage.

More than metal and leather.
While other automotive sites focus on nothing but the cars, we created a new section of the site called New Thinking that explains what separates Hyundai from everyone else.

Hyundai's portable showroom.
People avoid the showroom because it's too much pressure. So we let people learn about Hyundai cars when and where they want, with a fully responsive site.

There are now more Hyundais on the road. You're welcome. received 47% more traffic to the all-important Build & Price page, where most conversions happen. Within two months of launch the all-new New Thinking section was receiving 4,000 visits per day.

As day-to-day creative lead, I developed the content strategy, wrote boatloads of copy, managed multiple copywriters, and wrote the anthem film.