VERITAS: TOUCHDOWN - HYUNDAI LIVES THE BRAND

More than 1.5 million people watched the viral video of what has now been dubbed “the worst parking job ever.” A hit-and-run incident in Toronto late last month, which looked more like a monster truck rally, was captured on surveillance video and posted on YouTube for all to see. A 62-year-old woman in a black BMW SUV pulled into a parking space too quickly and rolled onto the hood of another car, crushing it. The owner of the destroyed car, Todd Jamison, had just paid off his Hyundai and was now forced to find a replacement. In our media coaching sessions at Veritas, we emphasize that timing is everything and in this case, Hyundai’s timing couldn’t have been better. Before Jamison could start shopping for a new set of wheels, officials from Hyundai Canada presented him with the keys to a brand new car. The company’s PR manager, Barb Pitblado said, “We thought, wow this is an opportunity to turn an unfortunate situation into something positive.” Hyundai captured the happy ending on tape and posted the video online. A great lesson can be learned here: it’s important to understand that every situation should be viewed through the communications lens. This action speaks volumes about the company. Hyundai seized the opportunity to deliver on a brand promise. On the company website, the CEO, Moo-Koo Chung, states, “Since its establishment, customer satisfaction has been Hyundai Motors’ highest priority and customer happiness its biggest reward.” In Todd Jamison’s case, Hyundai not only earned another happy customer, it also demonstrated what it means to be a company that is truly living the brand. No doubt, a Touchdown for Hyundai Canada.