Korean automotive manufacturer Hyundai wanted to increase mental availability and position itself as a leader in the UK electric vehicles market. To communicate more brand personality, a humorous campaign was launched in early 2023 showing how varied UK pronunciations of its brand name could fool phones or smart speakers. A media plan combined bursts of TV, VOD and audio to drive unprompted awareness and familiarity with online video and social targeting to grow consideration and purchase intent. Despite spending less than rivals, Hyundai saw growth in its brand metrics and created a platform for future expansion.