Between tradition and innovation
Hyundai
Jung von Matt is one of the most well-known and successful advertising agencies in Germany. It was founded in Hamburg in 1991 by creatives Jean-Remy von Matt and Holger Jung. The agency is particularly known for its innovative, creative and bold campaigns, which often combine unconventional approaches with a clever blend of humour and emotional intelligence. This not only attracts attention but also touches people deeply and remains in their memories. Jung von Matt has succeeded in breaking the boundaries of traditional advertising and has repeatedly excelled with work for well-known brands such as Hyundai, Mercedes-Benz, Opel, BMW, Buldak, Saturn, Zalando, Nikon, Edeka, Adidas and many more.
The agency pursues an interdisciplinary approach, combining creativity with strategic thinking. It relies on storytelling, digital innovation and personalised experiences to reach its target groups. Its philosophy is based on positioning brands emotionally and authentically and tailoring their communication to the needs of consumers. Jung von Matt has set standards and established itself as a pioneer in the German advertising landscape, particularly in the areas of digital advertising and brand communication.
Tested Safety
To convince even the last sceptics of the safety of the self-driving Hyundai IONIQ 5, Jung von Matt simply had the vehicle undergo a real driving test. Accompanied by a film, this test could be experienced at first hand. The multistage campaign not only became a viral hit, but with over 145 million impressions and 62 million views, it also shows that fact-based communication is on the rise and can even offer great entertainment value. Congratulations on passing your driving test!
Red Dot: For this campaign, the self-driving Hyundai IONIQ 5 had to pass a real driving test. How did this idea come about?
Jung von Matt: We developed our ideas from the realisation that more than 70 per cent of people are sceptical about autonomous driving technology – despite thousands of tests that have already been carried out successfully.
The main aim of the campaign is therefore to convince sceptics worldwide of the safety of the autonomous model. Was this requirement also the biggest challenge?
Yes, the challenge was to create trust. As many people are unable to understand the technical tests that autonomous driving technology undergoes, we opted for a test that nearly everyone has experienced at least once in their lives. We put the Robotaxi through an internationally recognised driving test – with a local driving examiner who has an excellent reputation but also the highest failure rate. The test was filmed so that people all over the world can see and understand the process and the results.
Does corporate communication need to be much more fact-based and verifiable today than it used to be?
Absolutely. In today’s world, where people have free and unlimited access to data and news, it is crucial that corporate communication is based on facts. It needs to be founded on real, verifiable insights – not just intuition.
What was the response to this campaign?
We were surprised by the positive response to this campaign. The PR impact was enormous and led many viewers to reconsider their opinions on autonomous driving. Hyundai is now perceived as a brand that is actively shaping the future of transport with a forward-thinking and inclusive approach.
Interview: Matteo Maggiore, Valerio Mangiafic
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