To encourage consumers interested in electric vehicles to upgrade to an electric vehicle and creatively present the benefits of pure electric mobility, Hyundai has launched a new marketing campaign. The campaign will highlight Hyundai’s entire range of electric vehicles, including the IONIQ 5, IONIQ 5 N, IONIQ 6 and Kona Electric. It will feature colorful and eye-catching visual elements that will stand out from all of Hyundai’s current advertising campaigns. Ad buying covers a variety of placements, including broadcast, social, and more.
“As we continue to focus on our electrification business goals and our electric vehicle offering, we wanted something that would stand out from all the other promotional efforts in the market. “This campaign does just that with imagery we’ve never done before,” said Angela Zepeda, chief marketing officer, Hyundai Motor America. “As other companies scale back their electrification strategy, we continue to reach buyers interested in electric vehicles to show them the attractive design and technology Hyundai has to offer.”
The campaign includes one 60-second hero spot and two 30-second spots that will launch in mid-May and air throughout the summer at key events such as the Olympic Games, MLB games and the NBA playoffs.
“The colors, vibrancy and energy conveyed by this campaign are unlike anything we’ve created together before,” said Jason Sperling, creative director of INNOCEAN. “If you’ve never thought about electricity before, we think this work will attract the attention of consumers. And if you’re already interested in electric vehicles, we think you’ll be even more so.
To address some of the biggest concerns consumers have about switching to an electric vehicle, there will also be a series of 15- and 30-second broadcast and social media ads specifically highlighting the charging capabilities and range of the vehicle range. Hyundai electrics.
The integrated campaign includes partnerships with content creators, including a themed “Besties” series featuring several Hyundai electric vehicles and a music video partnership with emerging artist Leroy Sánchez, a long-time Hyundai brand ambassador.
As part of this focus on its EV lineup, Hyundai will also launch its presence on Reddit, a social platform with an active and growing community of EV owners and enthusiasts. This includes an official AMA (Ask Me Anything) hosted by a Hyundai representative and the creation of a HyundaiUSA Reddit Pro account on the platform.
The campaign also includes paid social media ads, radio spots, point-of-sale displays, content highlighting Hyundai’s participation in the Pikes Peak Race with the IONIQ 5 N, side-by-side competitor comparison content, content from HyundaiUSA com and much more. The content is also distributed on Hyundai’s social networks such as TikTok, Instagram, Facebook and YouTube.
The messages will also highlight Hyundai’s brand campaign “There is joy in every journey”, an extension of the Hyundai brand anthem “It’s Your Journey”, and show how Hyundai is there for its customers in every moment of joy, no matter where take the trip. them.
About Hyundai’s line of electric vehicles
- Hyundai’s EV sales have increased by 51% in 2024 and the vehicles continue to be recognized for industry awards including:
- IONIQ 5 N was named the 2024 World Performance Car of the Year
- IONIQ 5 was named the 2023 Motor Trend SUV of the Year, is on Car and Driver’s 10Best Trucks and SUVs List and was the 2022 World Car of the Year
- IONIQ 6 was named the 2023 World Car of the Year and 2023 Car and Driver EV of the Year
- These award-winning vehicles also offer customers competitive advantages, including:
- Hyundai’s exclusive Electric-Global Modular Platform (E-GMP) that allows for more interior space and optimized performance
- Best-in-class ultra-fast charging from 10 to 80 percent in just 18 minutes
- Driving ranges up to 361 miles on the IONIQ 6
The new spots were directed by MJZ’s Henry Hobson, and two spots were directed by INNOCEAN’s Gui Borchert. The electronic music track “RATATA”, created by world famous electronic music artist Skrillex with the help of Mr. Oizo and the voice of legendary rapper Missy Elliot, which samples the lyrics of his hit song “Work It”, gives life to this. even more creatively.
The electrification marketing campaign was developed in collaboration with Hyundai’s lead agency, INNOCEAN USA, while media agency Canvas coordinated the media buys.
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