Cannes Lions
HYUNDAI DENMARK, Kolding / HYUNDAI / 2023
Overview
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Credits
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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