In 2011, Hyundai introduced i40, which was designed specifically for the European market. Azerbaijanis highly appreciate the European origin of goods, especially regarding a quality issue. But i40 was manufactured in Korea. So the challenge was to overcome 'European Quality = Made in Europe' barrier, positioning Hyundai i40 as a real European car.
We developed Facebook-based contest of demotivators showing the products invented in Europe, which are now made in better quality in other parts of the world or the market leaders in those categories are non-European companies. The campaign sparked a lot of discussions and debates that maximized audience engagement. The result was the explosive sales growth by 150% after 11 months of flat sales.