1. Situation

: Hyundai is launching the fully autonomous IONIQ 5-based robotaxi during the 2nd half of 2023, starting with Las Vegas, then to other major cities in the U.S. and global

2. Brief

: Portray the safety and autonomous technology of the IONIQ robotaxi in a way that is

1) Familiar and relatable to the potential passengers, who are the regular taxi riders of today

2) Entertaining and engaging through touching storytelling, in order to captivate all viewers regardless of their understanding of autonomous driving technology

3) Easily understood by all target groups by demonstrating and explaining the technological aspects with attractive and helpful visuals of the IONIQ 5 robotaxi’s autonomous driving

3. Objective

: Give the public trust in IONIQ 5 robotaxi's technology and safety, as well as raise expectations as fully autonomous launch closely approaches, ultimately raising the willingness to ride IONIQ 5 robotaxi

Based on the “Humanity Inside” positioning direction, The 1st campaign features a robotaxi engineer, who works on the IONIQ 5-based robotaxi with inspiration from her family, how her sincere intentions are all linked with the autonomous driving technology, CX, and design of the IONIQ 5 robotaxi. Moreover, we wanted to give more representation of women in STEM and of seniors.

After the 1st campaign, VOC analysis showed that viewers wanted to see actual autonomous driving on public roads. So we planned a 2nd campaign that shows the harsh training the IONIQ 5 robotaxi is going through on Las Vegas public roads. A mile in Vegas is unlike a mile anywhere else, as it is full of unusual cars, eccentric pedestrians, and the most complex pick-up zones. We wanted to portray that Hyundai is going beyond measures to make the IONIQ 5 robotaxi safe for everyone on the road.