Hyundai is a brand traditionally known as safe, functional and cost-effective; a make that conventionally appeals to a certain demographic. Fast forward to July 2015 and the launch of the Hyundai Tucson, and the manufacturer revealed a significant step-change in both their automotive design and their brand perception. Hyundai believe product training is a fundamental part of their continued success, and it was a key objective that this training event would equip their delegates with all the skills, knowledge and information needed to best sell their brand. Our brief was to deliver an ‘interactive, engaging training event that embodies the personality and spirit of the brand’. In response, we designed a bespoke learning journey featuring a series of interactive experiences that would bring to life the vehicle’s bold style, technology and driving characteristics.