Cannes Lions

Hyundai Ioniq 6 - launch - Watt’s Next

HYUNDAI DENMARK, Kolding / HYUNDAI / 2023

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Overview

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Credits

Overview

Background

Situation:

In a market where most car advertising headlines all say "100% electric," how do you successfully launch a new all-electric car and change the perception of a brand like Hyundai, which has long been seen as producing cheap and boring cars?

Brief:

Create a campaign that showcases the stunningly beautiful design of the new Hyundai Ioniq 6, positioning the brand as a leader in electric vehicle design and technology while also addressing the perception that electric cars are still not a viable option for most drivers.

Objectives:

* Differentiate the Ioniq 6 in a crowded market.

* Change the perception of Hyundai as a manufacturer of cheap and boring cars.

* Position Hyundai as a leader in electric vehicle design and technology.

* Increase awareness and consideration of the Ioniq 6 as a desirable all-electric car option.

* Encourage drivers to consider an all-electric car for their next car.

Outcome

The campaign was able to reach a large audience through only a few channels - Outdoor and Social Media). The ads were widely shared and discussed on social media, and the use of clever wordplay helped create a sense of excitement and anticipation around the launch of the Ioniq 6. We saw an increase in website traffic of 12% when the campaign was launched.

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