Despite having very good cars, Hyundai was forever the poster child for tin can transportation. S&P quickly and radically changed that image. After hiring us, Hyundai had the highest sales gains and quality perception scores in their history. To change brand perceptions and simultaneously boost sales, we presented Hyundai with a strategy that shifted the brand from being seen as an "inexpensive purchase" to a "smart purchase."  S&P's "Smart" campaign helped Hyundai set all-time, any-time quarterly and monthly sales records while industry-wide sales were mostly down. Importantly, in the first full month that the campaign was on the air, key models advertised (the Santa Fe and Sonata) had sales increases of 37% and 28% versus the year prior.