Hyundai showcases advantages of electric vehicles in dynamic marketing campaigns

Article Brief:

Hyundai has launched a campaign showcasing its entire electric vehicle lineup, including the Ioniq 5, Ioniq 5 N, Ioniq 6 and Kona Electric, according to a press release.

The campaign will showcase a 60-second and two 30-second broadcast spots that will be aired during the summer, including placements in events such as the Olympics, MLB games, and NBA playoffs. Alongside these, there will be a series of 15- and 30-second broadcast and social media spots aimed at addressing consumer concerns about transitioning to electric vehicles.

In addition to the above, the campaign will involve partnerships with creators, a music video collaboration with artist Leroy Sanchez, and a presence on Reddit. Other elements of the campaign will include paid social media and radio advertisements, point of sale displays, and more. The messaging will focus on promoting the automaker's "There's Joy in Every Journey" brand campaign.

Article Insight:

Hyundai is optimistic about the electric vehicle market, despite a recent slowdown in sales growth. The company's electric vehicle sales have actually increased by 51% in 2024, as per release details. Hyundai is aiming to sell 2 million electric vehicles annually by 2030, and is focusing on innovative marketing strategies to reach this ambitious goal.

"We are putting a strong emphasis on our electrification business goals and expanding our electric vehicle lineup. Our aim is to create advertising that truly stands out from the competition," stated Angela Zepeda, the Chief Marketing Officer of Hyundai Motor America.

Zepeda added, "Despite some companies scaling back on their electrification efforts, we are committed to engaging with potential electric vehicle buyers. We want to showcase the innovative design and advanced technology that Hyundai has to offer."

Hyundai's latest ads have taken on a different tone compared to their previous ones. Instead of focusing on storytelling, the new campaign showcases dark streets illuminated by vibrant colors like purple, blue, and green as Hyundai vehicles drive through in a synchronized dance. The ads, set to the song "Ratata" by Skrillex, Mr. Oizo, and Missy Elliott, highlight the cars as being "Bigger. Better. Smarter. Faster." The message "There's Joy in Every Journey" is emphasized, tying back to the brand's slogan "It's Your Journey."

Hero spots were launched in mid-May and will continue throughout the summer, with high-profile placements during key events. These spots were directed by Henry Hobson of MJZ and Gui Borchert of Innocean.

Other marketing efforts will feature a series of 15- and 30-second broadcast and social media spots, focusing on the vehicles’ charging capabilities and driving range performance to address consumers’ concerns about EV cars. The campaign will also include paid social media ads, radio ads, point-of-sale displays, content highlighting the brand’s participation in the Pikes Peak race with the Ioniq 5 N, competitor comparison content, and more.

Hyundai is expanding its efforts by launching a presence on Reddit. They will be hosting an official Ask Me Anything session with a Hyundai representative and a HyundaiUSA Reddit Pro account. Additionally, the campaign will involve partnerships with content creators. This will include a "besties"-themed series showcasing multiple Hyundai EVs and a music video collaboration with artist and longtime Hyundai brand ambassador Sanchez.

The automaker's latest campaign was developed in collaboration with Hyundai's agency of record, Innocean USA, and its media agency, Canvas. They worked together to coordinate media buys for the campaign.

Editor's P/S:

Hyundai's recent campaign showcases its commitment to the electric vehicle market and its ambitious goal of selling 2 million electric vehicles by 2030. The campaign's innovative marketing strategies, including partnerships with creators and a strong focus on addressing consumer concerns about electric vehicles, demonstrate the company's confidence in the future of electric mobility. The campaign's message emphasizes the joy and excitement associated with electric vehicles, tying back to the brand's slogan "It's Your Journey."

Hyundai's optimistic outlook on the electric vehicle market, despite a recent slowdown in sales growth, is a testament to its belief in the long-term potential of this technology. The company's 51% increase in electric vehicle sales in 2024 is a positive indicator of the growing demand for electric vehicles. Hyundai's focus on innovation and customer engagement through its marketing efforts is likely to further contribute to its success in the electric vehicle market.