This study explores Hyundai card and its 'Make-Break-Make' Campaign, who overcame the weakness of late coming into the market and became the industry's number two in just nine years by making proper use of marketing and communication strategies. The image as an innovator in the advertisements provided new value for consumers. Especially, 'Make-Break-Make' Campaign including its "philosophy" and "practice" ads showed that Hyundai Card is "Apple" in the card industry and the card surpassing cards beyond the benefits that other card companies have offered. This study provides advertisers as well as marketing communication researchers with the implication that the plan after the success is more important than the success factors.