Marketing Report
Hyundai makes a case for its electric vehicles with a new marketing campaign

Hyundai makes a case for its electric vehicles with a new marketing campaign

To encourage EV-curious consumers to make the switch to an electric vehicle and creatively showcase the benefits of going all electric, Hyundai has launched a new marketing campaign.

The campaign will highlight Hyundai's entire electric vehicle lineup including the IONIQ 5, IONIQ 5 N, IONIQ 6 and Kona Electric. It will feature eye-catching, colorful visuals that stand out from any recent Hyundai advertising campaign. Ad buys will include a variety of placements including broadcast, social media and more.

Angela Zepeda, chief marketing officer, Hyundai Motor America: "As we put a continued focus on our electrification business goals and our electric vehicle lineup, we wanted something that would stand out from all other advertising we have in-market. This campaign does just that with visuals unlike anything we've done before. While other companies are pulling back on their electrification strategy, we are continuing to reach the EV-curious buyer to show them the compelling design and technology Hyundai has to offer."

The campaign will feature a 60-second and two 30-second broadcast hero spots that launched in mid-May and will continue running throughout the summer in placements during key events including the Olympics, MLB games and the NBA playoffs.

Jason Sperling, Chief Creative Officer, Innocean: "The colors, vibrancy and the supercharged feeling this campaign brings is unlike anything we've created together to date. If you haven't considered electric before, we believe this work will make consumers take note. And if you're already EV-curious, we think you'll lean in even more."

To tackle some of consumers' biggest concerns around switching to an EV, there will also be a series of 15- and 30-second broadcast and social media spots specifically highlighting the charging capabilities and driving range performance of Hyundai's EV lineup.

The integrated campaign will include partnerships with content creators including a "besties"-themed series featuring multiple Hyundai EVs and a music video partnership with up-and-coming artist Leroy Sanchez – a long time Hyundai brand ambassador.

As part of this focus on its EV lineup, Hyundai will also be launching its presence on Reddit – a social platform with an active and growing community of EV owners and enthusiasts. This will include an official AMA (Ask Me Anything) hosted by a Hyundai representative and the creation of a HyundaiUSA Reddit Pro account on the platform.

The campaign will also include paid social media ads, radio ads, point of sale displays, content highlighting Hyundai's participation in the Pikes Peak race with the IONIQ 5 N, head-to-head competitor comparison content, content and more. The content will also extend across Hyundai's social media channels such as TikTok, Instagram, Facebook and YouTube.

Messaging will also highlight Hyundai's brand campaign of "There's Joy in Every Journey" – an extension Hyundai's "It's Your Journey," brand anthem – showcasing how Hyundai is there for their customers for every joyous moment, no matter where their journey takes them.

The new spots were directed by Henry Hobson of MJZ, and two were directed by Gui Borchert of Innocean.

The electronic music track "Ratata", created by world-famous electronic dance music artist Skrillex, with the help of Mr. Oizo and the voice of legendary rapper Missy Elliot, sampling the lyrics in her hit song "Work It", further brings the creative to life.

The electrification marketing campaign was developed in collaboration with Hyundai's agency of record, Innocean USA, while its media agency, Canvas, coordinated the media buys.