News & Notice

Title Hyundai Launches Contest to Find its SuperStructure, 'Stolen' at the Canadian International Auto Show (02/19/2016)
Date Feb 25, 2016

 Hyundai Launches Contest to Find its SuperStructure, 'Stolen' at the Canadian International Auto Show

Hyundai has launched an online search contest for its advanced SuperStructure vehicle frame that went “missing” from the Toronto Auto Show. Visit for your chance to win a $20,000 grand prize or one of four $2,500 secondary prizes. (CNW Group/Hyundai Auto Canada Corp.)

- Participants have a chance to win the Grand Prize of $20,000, or one of four $2,500 prizes

- Contest highlights the benefits of the SuperStructure found in the all-new 2017 Elantra

TORONTO, Feb. 19, 2016 /CNW/ - Hyundai Auto Canada Corp. is asking for the public's help to find the company's SuperStructure, "stolen" while on display at the Canadian International Auto Show in Toronto by the three executive characters found in the company's advertising. The #SuperSearch contest launched with the release of a security footage video on Hyundai's social platforms –Facebook, Twitter, Instagram and YouTube – and a crime scene perimeter was set up around the company's display at the Auto Show. It's expected that a total of five clues leading to the whereabouts of the SuperStructure will be revealed throughout the duration of the contest, and a Grand Prize of $20,000 plus four additional $2,500 prizes have been announced by Hyundai for those that help find it. Participants have until April 4 to enter in the contest at

Featuring the three executives introduced in previous advertising campaigns, the #SuperSearch contest shows how far the competition is ready to go to learn and reverse engineer Hyundai's advanced SuperStructure.

"We wanted to highlight, in a fun and interactive way, the benefits of the new SuperStructure introduced in the all-new 2017 Elantra," said Lawrence Hamilton, Director of Marketing for Hyundai. "This contest will highlight the Super Handling, Super Quietness, and Super Safety benefits that are central to our communications with the all-new Elantra, creating enthusiasm for the car."

Leveraging its position as the only major global automaker with a captive steel plant, Hyundai more than doubled the amount of Advanced High-Strength Steel in the 2017 Elantra's chassis –from 21 per cent to 53 per cent – to create the SuperStructure. The main benefit of this SuperStructure is improved torsional rigidity, which results in better ride and handling, a quieter cabin, and a more durable frame to help improve collision energy management.

The contest runs until April 4. For more details, visit

The creative, development, and media buying were managed by the company's agency of record, Innocean Worldwide Canada.

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