The race to catch up to Tesla and to lead the e-mobility field has become quite tough. While Mr. Musk repeatedly criticised traditional car makers for their old-fashioned ways, many brands invest large sums of money to make the public believe that they’re ahead of competition. Unfortunately, in reality their products do not always match the expectations nor the requirements for a greener future; consumers often face empty promises. The situation at Hyundai s different. With the arrival of the KONA electric, the world’s first sub-compact electric SUV, the Korean car-maker had an entire range of EV models ready for purchase.

Hyundai has always been a value-for-money brand. But not anymore. Hyundai stepped up their game and is currently launching innovative products. So it’s time to become a bit more confident in communication as well.

When Hyundai launched the Kona EV, the world’s first electric compact SUV, we needed to claim Hyundai’s achievement before other brands could catch up. So instead of making a big campaign that would take months to execute, we developed a simple idea that still would create a big impact.

Elon Musk positioned himself as the leader of e-mobility but struggled to deliver his promises at that time. So we decided to send him a personal message, knowing that a message to him would be a message to the whole industry.

Thanks to the simple idea, we were able to have the billboard live within only one week.

It aired during the whole period of the Geneva Motor Show, making sure no visitor would miss it.

The billboard aired from 05.03.2018 until 18.03.2018 (Size: Mega-poster 18.4m width / 7.8m height)

The results poured in straight away: in only a few minutes the 3 little words grew in size and weight, spreading online and into the big media. Over 380 portals spread the message and the total media impressions reached 2.3 million.

Most importantly, the billboard gave people something to smile and think about, and even to be proud of. While positioning Hyundai as a leading player in the e-mobility race.