One of the biggest concerns in a world premiere campaign is the limited opportunity for global consumers to experience the actual vehicle. The objective was to deliver the product and brand values using new technologies for digital contact during the world premiere campaign for the IONIQ 6.

The large interior and various comfort features of the IONIQ 6 create a space personalized to individual needs. The IONIQ 6 is defined as “Personal X Room,’ where the space can be personalized according to individual preferences, and meaningful time for oneself can be spent inside, and an emphasis was put on delivering innovative and immersive experiences. Delivering digital experiences under the slogan, “Awaken Your World.” The main goal was to deliver a vehicle experience that surpasses the boundaries of space and time to global consumers.

Six themed rooms (Personal X Room) were designed to display unique experiences tailored to the target audience of IONIQ 6, accompanied by XR content specific to each room's attributes.

The Fun Driving Room had a driving game, the Stress-Free Driving Room allowed for long-distance driving without any charging-related stress, and the Working Room was designed to make use of the car into a personalized workspace.

Additionally, the Socializing, Healing, and Entertainment Room also had IONIQ 6 XR virtual spaces that offered experiences in line with their respective concepts. The aim of this project was to demonstrate the IONIQ 6's potential to awaken consumers' individual worlds and potentials through customized spaces. To enhance the experience, AR/VR configurators were included, and wearable technology was utilized to showcase more content. To make the campaign more viral, all consumers with wearable tech were able to download and enjoy the content from the campaign website.

The campaign was primarily aimed at younger generations who see a vehicle as a space for work, hobbies, and relaxation, not just a mode of transportation.

The IONIQ 6 was presented as a versatile space for all these activities, utilizing advanced technologies like XR (which combines VR and AR) to deliver a realistic experience.

Firstly, we maximmized user interaction. Interactions were optimized for quick response times, allowing users not only to select colors provided in configurator, but also to control the lights and hear vehicle sounds to actually feel like experiencing the car.

Secondly, A 360-degree experience of the car's interior and exterior was created with 100% accuracy, and 360-degree games and activities simulated being in a real car.

Thirdly, The web XR was intended for a wide audience, but certain HMD contents in the IONIQ 6 Digital Studio, such as the Configuration, Fun Driving Room, and Stress-Free

The size of the project was equivalent to launching 7 to 8 websites, and it was essential to create immersive content quickly and efficiently.

Plans were developed to enhance the appeal of the six theme rooms, configurator, and HMD, and six ideas were generated for the web XR.

The most significant aspect was developing a realistic 3D vehicle, complete with textures, features, and components, which took three months to create.

It was also crucial to present the USPs of the IONIQ 6 in an engaging manner. A driving game was also utilized to highlight features such as the car's fast acceleration by requiring the vehicle to reach a tunnel within 5.1 seconds.

To provide consumers with a comprehensive digital experience, VR content was utilized, which involved constructing a showroom, placing a vehicle within it, and allowing consumers to sit behind the steering wheel, and drive around a track.

The IONIQ 6 Digital Studio, which utilized advanced digital technologies such as web XR/HMD (Oculus VR), received positive feedback from both Korean and global audiences since its launch on July 14, 2022. During the website's open period, it received a total of 477,784 page views and 348,393 unique visitors. The studio provided a realistic experience of the IONIQ 6 for consumers who were unable to experience it in person, using their PCs and smartphones. Additionally, various forms of entertainment content using VR devices were offered at global offline events, starting with the Busan Motor Show, providing immersive experiences through a range of interactions.