BECOMING THE MAINSTREAM EV BRAND

Hyundai has the global vision of selling only electric vehicles by 2040 and achieving full carbon neutrality by 2045. The brand’s ambition? To lead the market in electrification—becoming the mainstream brand of electric vehicles, progressing humanity forward.

The task for creatives: show Hyundai completely evolves the electric vehicle experience. Offering a new way of living for their EV Early Adopters.

Objective(s):

- Leapfrog competitors in EV sales

- Increase “green leadership” brand perception

- Increase overall brand opinion

THE EVOLVED WAY

“History of Evolution” was born out of creative territory “Your Journey at Its Most Evolved.” Leveraging the emotional benefit EV owners experience with their new way of life. The next way of life…an evolved vehicle experience.

We leaned into this idea of “evolve” to tell a story of human progress and how far we’ve come as a society. Using Jason Bateman in several media channels to narrate the juxtaposition of historical struggles before and after the launch of Hyunda’s IONIQ 5. We used “hidden gem” features as proof points to build credibility in a light, comedic tone.

“Evolve” led us to new and fresh ways to communicate to our audience across Tik Tok, .com, CRM, NFC, AFC and Super Bowl pregame shows, product placement, endorsements and experiential initiatives. The channel-agnostic execution of “evolve” ensured consistency, and an opportunity to progress how Hyundai thinks about future creative launches.