Parents and teens have anxieties about teens getting behind the wheel. Our objective was to position Hyundai as the brand that breaks down barriers to empower parents and teens to feel safe when driving a Hyundai vehicle.
With anxiety on the rise, teens are more nervous than ever when it comes to driving. In fact, 73% of parents reported that their teens were experiencing driving anxiety. 54% said the anxiety was intense enough to be called a phobia. Fortunately, Hyundai's robust suite of safety and tech features can help make teens more confident behind the wheel while helping put parental nerves at ease. So we partnered with one very famous TV mom who had three driving-age teens of her own and set out to show just how Hyundai is helping them build confidence behind the wheel.
On social we created videos that felt as if they were coming straight from Julie Bowen herself that felt natural and native to social. Given the personal nature of teen driving anxiety, we felt it would be best to hear from a real mom and her teens in a format that felt as authentic as the interactions we see on screen. We created six unique episodes that focused on things like safe parking and distracted driving and demonstrated how Hyundai's features, like curfew alerts, geofence, and speed alerts, could also help parents feel at ease when their kids are out in the world without them.
Across Meta and TikTok, Teen Driving delivered 61MM impressions, 60MM video views, and 13MM engagements.
Cross-channel engagement is up 429%, Average views across all channels are up 653%, Average video reach per post is up 283%, and Total Reach is 17,211,899.
