Hyundai Australia has launched an action-packed promotion to support the launch of the new sporty coupe, the Veloster SR Turbo. The auto brand tapped Australian champion boxer, Lauryn Eagle to front an online story titled “Sexy gets Angry”, which is to evolve based on consumer’s ideas. The key element of the promotion, developed by Innocean Worldwide, is a clip, which merges video and comics, to tell a story about a bold girl, who reacts to unexpected things which happen to her. The campaign also includes outdoor, print media and digital marketing elements, highlighting the bold attitude of both the car and athlete (by the way, she will be managing Twitter promotion herself).

In a two-minute short film, Lauryn involuntarily gets in the middle of a criminal incident, jewel robbery, in which her Veloster SR Turbo becomes a super fast getaway car. Instead of panicking and getting into despair, when one of the robbers gets into her vehicle and orders to drive away, she shows her strong temperament and adds a new twist to the situation—gets rid of the criminal sitting by her by punching him bad, and rushing forth with the jewelry. What will she do with the bag full of sparkling treasures? Will she take it to the police, or charity, or head to the airport to disappear from the country? The audience will decide.

Hyundai has rolled out The Sexy Gets Angry contest on its Australian Facebook fan page, calling its fans to suggest the finale of the film. On the page with the entry form, the brand is asking its friends “What should Lauryn do next with the jewels? Tell us in 50 words or less.” Hyundai fans can take part in the competition from August 29 through October 5 for a chance to win a place at a Veloster SR Turbo drive-day for them and their friend at Eastern Creek Race track in Sydney in October 2012. Along with Eagle, the winners will drive the new vehicle with a professional driver, and get a lot of instruction and expert driver tips to take their driving experience to the next level.