Hyundai Unveils Electrifying Marketing Push

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Hyundai has launched a dynamic new marketing campaign to highlight its full electric vehicle (EV) lineup, including the IONIQ 5, IONIQ 5 N, IONIQ 6, and Kona Electric. The campaign features vibrant, eye-catching visuals and aims to encourage consumers to make the switch to electric vehicles. It will include a variety of broadcast, social media ads, content creator partnerships, and more.

Key Highlights:

• Campaign Focus: Showcasing Hyundai’s full electric vehicle lineup.
• Visual Appeal: Eye-catching, colorful visuals to stand out.
• Media Channels: Broadcast, social media, and partnerships with content creators.
• Target Audience: EV-curious consumers and electric vehicle enthusiasts.
• Launch Timeline: Began mid-May, running throughout the summer.

To entice EV-curious consumers and creatively showcase the benefits of going all-electric, Hyundai’s new marketing campaign highlights their electric vehicle lineup, featuring the IONIQ 5, IONIQ 5 N, IONIQ 6, and Kona Electric. The campaign boasts vibrant, colorful visuals designed to capture attention across various media channels, including broadcast and social media.

Angela Zepeda, Chief Marketing Officer of Hyundai Motor America, emphasized the campaign’s unique approach: “As we put a continued focus on our electrification business goals and our electric vehicle lineup, we wanted something that would stand out from all other advertising we have in-market. This campaign does just that with visuals unlike anything we’ve done before.”

Campaign Details:

• Hero Spots: The campaign features a 60-second and two 30-second broadcast hero spots, which launched in mid-May. These spots will run throughout the summer during major events like the Olympics, MLB games, and the NBA playoffs.
• Creative Vision: “The colors, vibrancy, and the supercharged feeling this campaign brings is unlike anything we’ve created together to date,” said Jason Sperling, Chief Creative Officer of INNOCEAN. The campaign aims to capture the attention of both new and existing EV enthusiasts.
• Consumer Concerns: The campaign addresses common concerns about switching to EVs with a series of 15- and 30-second spots highlighting Hyundai’s charging capabilities and driving range performance.

In addition to traditional ads, the campaign includes partnerships with content creators, such as a “besties”-themed series featuring Hyundai EVs and a music video collaboration with artist Leroy Sanchez. Hyundai will also launch a presence on Reddit, engaging with the EV community through an AMA session and the creation of a HyundaiUSA Reddit Pro account.

The integrated campaign extends to paid social media ads, radio spots, point-of-sale displays, and content highlighting Hyundai’s participation in the Pikes Peak race with the IONIQ 5 N. The campaign also emphasizes Hyundai’s brand message, “There’s Joy in Every Journey,” showcasing the joy Hyundai brings to every customer’s journey.

Hyundai’s EV Lineup Success:

• Sales Growth: Hyundai’s EV sales have increased by 51% in 2024.
• Industry Recognition:
  • IONIQ 5 N: 2024 World Performance Car of the Year.
  • IONIQ 5: 2023 Motor Trend SUV of the Year, Car and Driver’s 10Best Trucks and SUVs, 2022 World Car of the Year.
  • IONIQ 6: 2023 World Car of the Year, 2023 Car and Driver EV of the Year.

Hyundai’s award-winning vehicles offer competitive advantages like the Electric-Global Modular Platform (E-GMP), best-in-class ultra-fast charging, and impressive driving ranges.

Directed by Henry Hobson and Gui Borchert, and featuring the track “RATATA” by Skrillex, the campaign was developed with INNOCEAN USA and media buys coordinated by Canvas.

About Hyundai Motor America: Hyundai Motor America provides a technology-rich lineup of cars, SUVs, and electrified vehicles. With significant U.S. operations, including a headquarters in California and manufacturing in Alabama and Georgia, Hyundai contributes significantly to the U.S. economy.

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