Hyundai Motor America has launched a cutting-edge campaign to spotlight the benefits of its electric vehicle (EV) lineup. This integrated marketing effort includes collaborations with content creators, a presence on Reddit, and a music video tie-in, aiming to capture the attention of a diverse audience.
The campaign, featuring Hyundai’s Ioniq 5, Ioniq 5 N, Ioniq 6, and Kona Electric, utilizes visually stunning advertisements set against dark streets illuminated by cool hues of purple, blue, and green. These ads, soundtracked to “Ratata” by Skrillex, Mr. Oizo, and Missy Elliott, depict Hyundai vehicles moving in a choreographed ballet, emphasizing the cars’ design, technology, and performance. The tagline, “There’s Joy in Every Journey,” ties back to the brand’s overarching “It’s Your Journey” slogan.
“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 the market. This campaign does just that with visuals unlike anything we’ve done before,” said Angela Zepeda, CMO of Hyundai Motor America.
The campaign includes a variety of media placements. Sixty-second and thirty-second broadcast spots will air throughout the summer during high-profile events such as the Olympics, MLB games, and NBA playoffs. These are complemented by 15- and 30-second social media spots designed to address consumer concerns about switching to EVs, focusing on aspects like charging capabilities and driving range.
Despite a recent slowdown in the growth of electric and hybrid vehicle sales, Hyundai remains committed to expanding its EV lineup. The company reported a 51% increase in EV sales in 2024 and aims to sell 2 million EVs annually by 2030. This ambitious goal is supported by innovative marketing strategies and a commitment to educating consumers about the advantages of EVs.
In addition to traditional and digital ads, Hyundai’s campaign features several unique elements. The automaker has partnered with content creators to produce a “besties”-themed series showcasing multiple Hyundai EVs. A music video collaboration with artist Leroy Sanchez, a longtime Hyundai brand ambassador, further enhances the campaign’s reach and appeal.
Hyundai is also leveraging the power of social media and community engagement through a presence on Reddit. This includes an official Ask Me Anything session hosted by a Hyundai representative and content posted via the HyundaiUSA Reddit Pro account.
The campaign’s hero spots, directed by Henry Hobson of MJZ and Gui Borchert of Innocean, launched in mid-May and will continue through the summer. Additional marketing efforts include paid social media ads, radio ads, point-of-sale displays, and content highlighting Hyundai’s participation in the Pikes Peak race with the Ioniq 5 N.
“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,” Zepeda added.
For more details, read the full article on Marketing Dive.