Nearing the 100th anniversary of the Walt Disney Company, Hyundai and Disney aspired to celebrate Disney’s milestone with a big moment that would help Disney fans become Hyundai fans as well.

The objective was to build Hyundai brand health through an omnichannel collaboration with Disney while maintaining the manner in which Disney has interacted with its fans for generations:

• Inclusivity in the audiences

• Character-driven with a sense of magic

• Surprise and delight moments that allow fans to discover the Disney fun

Research demonstrated that Hyundai drivers and Disney fans share a similar profile, after all. And since research also showed that to own a Hyundai is to love a Hyundai, the task was clear: Help Disney fans see themselves in a Hyundai.

The auto industry routinely rolls out special edition vehicles that involve a unique collaboration that will never be available for consumers to purchase. Showcased at Auto Shows, car buyers go from enticed to disappointed when they learn these are “just for show” and the brand impact is fleeting. Hyundai and Disney were determined to go against the grain.

The IONIQ5 Disney100 Platinum edition was much more than “Auto Show eye candy”; making production no small feat. The IONIQ5 had to meet the rigorous standards of safety, innovation, and performance that Hyundai embodied, and it needed to resonate with Disney fans.

For the first time ever, Disney Imagineers were brought in to support a marketing partnership. Imagineers and Hyundai Engineers collaborated to design a myriad of Disney flourishes within the IONIQ5. Working on an accelerated timeline, this cadre of engineers took IONIQ5 from sketches to prototype in just six months.

Hyundai drivers are incredibly diverse. Disney’s robust portfolio of content, channels, and characters afforded Hyundai an array of touchpoints to connect. Disney’s progressive audience boasts over 27 million HHs either owning or planning to purchase an alternative energy vehicle—perfect for Hyundai’s fully-electric IONIQ5.

Hyundai devised a three-phased approach to launch: Excite, Reserve, and Convert. Authenticity was critical and these phases were timed with key moments in Hyundai and Disney’s calendar:

EXCITE:

Leveraging big awareness media integrations, Hyundai surprised the industry with the reveal of the IONIQ5 Disney100 Platinum edition at the NY Auto Show in April 2023.

RESERVE:

Hyundai kicked off the reservation sign-up on Disney’s 100th Anniversary celebration with integrations into The Walt Disney Company’s biggest primetime programming.

CONVERT:

As IONIQ5s arrived at dealerships, the IONIQ5 popped up at Disney holiday events and a new content series featuring famous Disney fanboys John Stamos and Josh Peck.

Before Hyundai could market the IONIQ5 Disney100 Platinum Edition, Hyundai needed to make the vehicle. The IONIQ5 was much more than “Auto Show eye candy” making production no small feat. The IONIQ5 had to meet the standards of safety, innovation, and performance that Hyundai embodied, and it needed to resonate with Disney fans.

For the first time ever, Disney Imagineers were brought in to support a marketing partnership. Imagineers and Hyundai Engineers collaborated to design a myriad of Disney flourishes within the IONIQ5. Working on an accelerated timeline, this cadre of engineers took IONIQ5 from sketches to prototype in just six months.

Building awareness and driving intent-to-purchase of the Ultimate Disney Collectible, Disney and Hyundai joined forces to integrate the special edition IONIQ5 into Disney’s biggest shows, including "Good Morning America" and "Dancing with the Stars," AND leaned into Disney characters and stars to show fans the Disney in Hyundai.

Hyundai’s task was to show fans the “Disney in Hyundai” and the IONIQ5 Disney100 Platinum Edition delivered. This marketing platform was more than selling the 1,000 limited edition IONIQ5s, it was designed to elevate the Hyundai brand.

Across all aspects of the customer journey, you could see the impact of The Mouse.

Hyundai site traffic spiked 77% with the debut at the NY Auto Show (that’s phenomenal) and then spiked 543% on Disney’s 100th anniversary (wait, what?). Engagement benchmarks were eviscerated with equal aplomb:

• Hyundai’s CRM program for IONIQ5 Disney100 Platinum Edition was 400% over benchmark

• Disney’s eBlast had a staggering 1.28MM open rate

The Hyundai IONIQ5 Disney100 Platinum Edition garnered over 12,000 registrations for the ultimate Disney Collectible, but the greater impact can be seen in the halo effect it had for IONIQ5... which realized a 52% YoY growth in total sales.