overview

The 2019 Hyundai Palisade marked a major step forward for Hyundai—introducing a full-size, three-row SUV into a fiercely competitive category. While it seats eight, the Palisade is technically a mid-size SUV when compared to some of the larger, more established competitors in the segment.

For many startup families, especially first-time buyers, the combination of size, features, and premium pricing could initially feel out of reach. That’s why our campaign focused on a specific and rapidly growing demographic: Asian American families building their lives and raising children in the U.S.

Consumer research revealed a clear trend—SUV demand is rising sharply, outpacing sedans due to changing lifestyles, expanding households, more affordable fuel, and a shift toward family-first purchasing behavior. Many Asian consumers come from dense, space-limited cities where compact living is the norm. In U.S. cities like Los Angeles, the default scale of homes, roads, and everyday travel is dramatically larger—making the value of space and comfort not just desirable, but essential.

Our campaign strategy centered on comfort as a multifaceted concept—one that encompasses physical space, intuitive technology, smooth driving, and the peace of mind that comes from thoughtful design. When paired with Hyundai’s smart pricing, these features position the Palisade as a well-informed choice for discerning, practical, and aspirational consumers.

SUVs in High Demand

The market has shifted—sedans and “town cars” have taken a backseat to the rising dominance of SUVs. Today, a vehicle is no longer just a means of transportation; it’s a central part of daily life, lifestyle, and family dynamics.

While individual members of a household may each have their own car for commuting or running errands, the SUV has become the default choice for family outings. It offers a practical solution—consolidating trips into a single vehicle to save on fuel costs, reduce the risks associated with senior or inexperienced drivers, and increase convenience across the board.

In this evolving landscape, the SUV isn’t just a bigger vehicle—it’s a smarter, more thoughtful choice for modern families.

competition & target analysis

With SUV demand surging in 2019, nearly every major automaker is expanding their lineup to include larger, more versatile vehicles. At a glance, brands like Toyota, Honda, and Ford emerge as direct competitors to the Hyundai Palisade—offering similarly priced models that are already well-established in the market.

However, attempting to position the Palisade purely as the "bigger car" would fall flat with today's informed consumer. Size alone is no longer a compelling differentiator. To truly connect with our audience, we needed to look deeper—into behavior, lifestyle, and the emotional drivers behind purchase decisions.

Our target audience is a deeply family-oriented demographic. Often referred to as Full Nest Families, many live in multigenerational households with three or more children, sometimes alongside aging parents. They frequently reside in suburban or exurban areas where space is more available, but distances between destinations are greater. For them, a larger vehicle isn’t just a luxury—it’s a practical necessity.

We also identified a distinct subsegment within this group: the Xennials—parents straddling Gen X and Millennial mindsets. These individuals value family togetherness, but also prioritize personal time, flexibility, and lifestyle. For them, the ideal SUV needs to support both roles seamlessly: a safe, spacious vehicle for the family, and a stylish, comfortable ride for life outside of parenting.

In short, the Palisade isn’t just a “family car.” It’s a versatile lifestyle vehicle designed to meet the evolving needs of a generation that refuses to be defined by a single role.

company lineup

With the introduction of both the Palisade and the full-size Nexo, Hyundai is poised to make a strong impact in the CUV and SUV segments—rounding out its lineup with three formidable contenders.

However, to compete meaningfully in this space, it's not just about presence—it's about perception. The Palisade, in particular, must signal a shift in brand status by entering the premium SUV conversation. That means emphasizing elevated materials, refined craftsmanship, and integrated advanced technologies that meet the expectations of today’s discerning consumers.

This isn’t simply about offering more space—it’s about delivering more sophistication, more comfort, and more value at every touchpoint.

the palisade is big in size,
but the features and premium aesthetics
will elevate the status of the car beyond its size.

TONE & MANNER

The campaign will lean into a cinematic visual language—showcasing sweeping natural landscapes alongside striking modern architecture to evoke a sense of elevated lifestyle and sophistication. These visual contrasts serve to reflect the Palisade’s dual promise: rugged capability and refined innovation.

Through curated environments and thoughtful composition, we will underscore the Palisade’s premium materials, intelligent features, and advanced technology—positioning it not just as a practical SUV, but as a statement of taste and progression.

Creative Direction

Our survey revealed key behavioral patterns among Asian American consumers—highlighting the need for a nuanced, culturally attuned campaign approach. This audience, across segments, represents savvy, value-conscious buyers who expect high returns on their investments. They are discerning, research-driven, and unlikely to compromise on quality, features, or pricing.

For Korean American buyers, the emotional resonance of the vehicle is essential. The car must feel like an extension of themselves—reflecting their identity, aspirations, and lifestyle. Establishing a personal, even sentimental connection is a crucial part of the decision-making process.

In contrast, Chinese American consumers prioritize features and specifications. They tend to be product-forward, seeking innovation, advanced technology, and clear benefits that justify their purchase. For them, functionality and value are the primary emotional currency.

These insights will directly shape the art direction and narrative tone of the campaign—balancing emotional storytelling with strong product showcases to speak meaningfully to both audience types.

Simple, Striking, Emotional

This campaign demands bold, oversized creative executions that match the scale and ambition of the Palisade itself. Whether in traditional print, digital banners, or outdoor media, the impact must be immediate and impossible to ignore.

In print, this means full-page spreads in top-tier newspapers and magazines—maximizing visual real estate to communicate luxury and confidence. For out-of-home, billboards should extend beyond standard dimensions—breaking the frame both literally and metaphorically to reflect the Palisade’s presence and premium positioning.

The message is clear: this isn’t just another SUV ad. It’s a statement of arrival.

Product-Driven Messaging

As an introductory campaign, our first priority is to capture attention—and that starts with visually arresting imagery. Messaging will be kept simple and direct, allowing the visuals to do the heavy lifting and create immediate impact.

To build an emotional connection, select executions will focus on aspirational yet relatable lifestyle moments. These scenarios are designed to resonate deeply with our target audience—moments where the Palisade becomes more than just a vehicle, but a facilitator of experience, emotion, and memory:

• A family camping trip, immersed in nature—evoking wonder, bonding, and grounding simplicity.

• A quiet coastal drive, symbolizing freedom, clarity, and the emotional release that comes with the open road.

These scenes reinforce the idea that the Palisade isn’t just built for transportation—it’s built for the moments that move us.

Highlight the 8-Seater Advantage

For product-focused executions, the emphasis will be on tangible benefits that directly support family life—highlighting the Palisade’s thoughtful features and intuitive technologies.

These ads will communicate not just what the Palisade has, but how those features enhance everyday experiences for family-oriented drivers:

• Rear-seat intercom system – making communication across three rows easier and safer, especially for parents on the go.

• Advanced safety technologies – providing peace of mind through features that protect what matters most.

This creative direction will maintain a clean, premium aesthetic while clearly positioning the Palisade as a smart, family-forward vehicle—designed with modern needs in mind and no compromise in quality.

Always Lead with the 8-Seater Advantage

The Palisade’s 8-passenger capacity isn’t just a spec—it’s a story. It represents togetherness, inclusivity, and readiness for real family life. Across all creative formats—emotional, product-driven, print, or digital—we will consistently emphasize this core benefit.

Messaging should feel warm, confident, and inclusive, such as:

• “A true comfort and new adventure—for all eight of you.”

• “Space for eight. Designed for one-of-a-kind moments.”

• “Where comfort meets capacity—for the journeys that matter most.”

• “Not just bigger—smarter, safer, and ready for all eight.”

• “For the family you have, and the friends they bring along.”

• “Room to grow. Room to go.”

This message thread ensures the Palisade is consistently perceived as a premium yet practical choice for today’s multi-generational, lifestyle-driven households.

Print and overall campaign

TV Ads storyboards

OUT-OF-HOME ADS

CONCLUSION

Introducing a new SUV into a household is much like upgrading to a high-end television. The decision is layered with questions: Is now the right time? Will it be worth the investment? Will I miss out on a better model in just a few months? How big is too big? Will this serve the whole family—or is it more about how it reflects on me?

Like any considered purchase, a car reflects not only lifestyle needs but personal identity. Especially for today’s buyer, the vehicle they choose becomes an extension of who they are—whether intentionally or not. For growing families with evolving needs, for those prioritizing wellness and outdoor activity, or for individuals looking to blend function with style, the SUV must seamlessly fit into a life in motion.

That’s why our strategy for the 2019 Hyundai Palisade is rooted in cultural insights, emotional relevance, and practical value. The campaign is shaped by data, but designed to resonate on a human level. Every creative decision reflects the preferences, priorities, and aspirations of our target audience—particularly Asian American families seeking space, comfort, technology, and trust in a brand.

The Palisade has already made a strong debut, receiving positive reviews from both the public and the press. Yet, we know the competitive landscape is steep: Toyota, Honda, and Ford are all launching their own well-established 2019 SUV lineups. Hyundai doesn’t just face a hill to climb—it faces a mountain.

But this is also an opportunity. The Palisade is not just another model—it’s a statement. It represents the next chapter for Hyundai. With a balance of refined features, striking design, and accessible pricing, the Palisade is positioned to redefine the brand’s role in the SUV market.

The “Beyond Big” campaign is designed to turn heads, spark emotional connections, and earn trust where it counts. We believe it will not only drive awareness—it will drive momentum.