"Choose Yours" cleverly references the viral “pick the paper” TikTok challenge highlighting a real couple to experience the convenience, accessibility and joy of electrification. An addition to the OKAY Hyundai marketing theme, originally introduced in Fall 2021 to strengthen the connection between Hyundai and the African American community through the embedding of cultural references and nuances in the creative messaging, ‘Choose Yours’ highlights Hyundai's all-electric vehicle lineup as a seamless fit into a modern-day love story in a sustainable and adaptable way, an investment as long-standing as true love.

The overarching goal of the African Americans targeted campaigns is to increase brand awareness and opinion. In an effort to connect AA audiences with the brand in an authentic way, the agency portrays each vehicle’s attributes while leaning into cultural nuances so the audience sees themselves reflected in the creative.

Inspired by Hyundai’s brand promise “It’s Your Journey” and in a similar style to the 2023 viral “pick the paper” TikTok challenge, we empower potential consumers to choose their own IONIQ adventure. In “Choose Yours”, a doting husband getting ready for date night, asks his partner to choose two cards, which have the IONIQ 6 and IONIQ 5 on them. The interactive video takes the viewer on a different journey powered by each option, highlighting each vehicle’s design and attributes. Through a series of romantic moments we experience the all electric IONIQ 5 & 6 capabilities, from mile range to interior spaciousness, and EV features such as Vehicle To Load feature. Whether it be the IONIQ 5’s modern SUV design and spacious cargo space or the IONIQ 6’s sleek design for any city trip each adventure takes the viewer through a different experience powered by Hyundai.

In crafting our commercial, our foremost goal was to capture an authentic vibe, one that resonates with the audience as genuine and heartfelt. We wanted the couple to exude a natural, effortless chemistry, mirroring the tender nuances of real love. Every scene was carefully curated to evoke raw emotions, ensuring that viewers would not only witness a black love story unfold but also see how EV can easily fit into their lifestyle too. While it was not our intention to cast a real couple, this added layer allowed for the spot to resonate even further. The possibilities were endless with their love and their vehicle.

The campaign launched on April 24, 2023 with a focus on social integration to showcase Hyundai’s all-new electric vehicles, the IONIQ 5 and the IONIQ 6. Our goal was to introduce their EV lineup while allowing the audience to select the best option that fits within their lifestyle by highlighting the key features of each..

This interactivity is best shown on Tik Tok and was one of the first of its kind, with the feature coming out of a beta earlier in 2023. Tik Tok’s Story Selection presented the users with an intro video showing the couple deciding between the IONIQ 5 or IONIQ 6. Depending on which vehicle the user selects, Tik Tok would launch the selected commercial. The interactive experience can also be seen on YouTube through the use of YouTube Cards which places the viewer in the driver's seat to make a choice.

Through the agencies data-driven creative and strategic targeting, “Choose Yours” moved the needle on public opinion with “Upscale” being the top emotion, aligning with Hyundai’s premium aspiration.

Choose Yours IONIQ 6 :60 ad ranked #1 in Top 10 AA Non-Lux, and ranked #8 in Top 10 Non-Lux YTD (Ace Metrix). Choose Yours IONIQ 5 :60 ranked #3 in Top 10 AA Non-Lux YTD, :30 spot ranked #8 in Top 10 AA Non-Lux YTD (Ace Metrix). To date, the campaign has delivered over 500M impressions across a fully integrated media campaign. Hyundai’s African American segment saw an increase of 1% in Familiarity during the campaign flight (GFK Hyundai Brand Health), and The Choose Yours Ad on Tik Tok outperformed the ad recall norm by 2% with a 5.8% ad recall. (Kanta x Tik Tok Brand Lift Study).