The Hyundai IONIQ represents the future of driving – sustainable to the environment, attractive design, fun to drive and accessible in terms of price and drive trains available. This was the true next generation of a technology that could help step change adoption to electric owned cars.

This message needed to resonate with our 12.3m Progressive Modern Mainstreams audience (PMMs). They are aspirational and differ from traditional Hyundai car buyers, looking for cars that are technologically innovative and/or premium. They embody a free-thinking post-modern attitude, technology and sustainable products are important to them. This audience is aged 44 years old on average (younger than most UK new car buyers).

The over-arching idea was to ‘Power Up the Next Generation of Driving,’ to present the IONIQ as accessible innovation using the product truth of three drive trains across formats.

Cameras located at London’s Holland Park and in Newcastle where synched up to a live database. They would read the number plates of vehicles waiting for the green light and that matched our key criteria of gas guzzling SUVs, rival hybrids and key competitor models older than five years. In real-time, the digital poster generates a personal light-hearted message such as:

“When it comes to efficiency, you can’t beat our 3 series”

“Cough, Cough, Cough, time to swap that blue saloon for something a bit cleaner”

These hero sites were part of a broader outdoor strategy to reach drivers along the UK’s busiest roads, in a 4 week campaign which used digital and large format super premium 48 and 96 sheets.

Over 5,300 bespoke messages were served on VRT posters which generated 425,634 driver impacts, overall, the campaign achieved all key objectives:

1. Improved Hyundai brand perception – Increase in brand metrics for being “innovative” +35% “progressive” +28%, “for someone like me”+72%, creative +25%.

2. Drive interest - Over 200,000 visits were generated to the IONIQ campaign hub and 13,000 to Hyundai.co.uk.

3. Support sales - over 3,400 brochures requested and 546 cars sold.

The campaign has worked to prime new audiences towards the Hyundai brand and the IONIQ, ahead of sales driving activity in 2017.