Hyundai planned to launch its first all-electric IONIQ 5 in late 2021. While already having the widest range of electrified vehicles, Hyundai does not get credit for being a leader in this space. The IONIQ 5 was our chance to shine a spotlight on our electrification innovation for a mainstream audience.
For Hyundai’s film integration partnership with Sony, we chose to bring the product into the Marvel Cinematic Universe and embedded the vehicle into the actual storyline of the Spider-Man trilogy. We then created a story within that which made the Hyundai IONIQ 5 integral as it surprisingly comes to the aid of the web-slinging superhero.
Our research uncovered that first-time EV buyers uncover ‘hidden gems’ of their vehicles after they’ve purchased: they love the high-tech features, a quiet environment, quick acceleration and the new electrified lifestyle that adds to their quality of life.
Our challenge in the launch of the IONIQ 5 was to expose these hidden gems to the mainstream.
To draw mainstream attention to Hyundai and the first-ever IONIQ 5, we brought the IONIQ 5 into one of the Marvel cinematic universe’s most iconic franchises: Spider-Man.
We did everything to make our Hyundai x Spider-Man film look and feel like an interstitial scene from the ongoing Spider-Man franchise; set between the end of the second film and before the upcoming third film, Spider-Man: No Way Home. Spider-Man director Jon Watts not only added this level of authenticity, but we also worked with him to place clues about what was to come in the highly anticipated conclusion of Spider-Man: No Way Home. By doing so we caught the attention of Spidey devotees all over the world, as well as mega fans and influencers such as Erik Voss who were enticed to do a frame-by-frame analysis of our film. Something that, as far as we know, has never been done before for a car commercial.
Erik Voss’ video exceeded benchmarks with 785% more views
Other campaign results include:
Ace Metrix:
“Only Way Home” :30 scored 598 on Ace Metrix (among Tier 1 audiences), significantly above the norm on Attention, Likability, Watchability and Information.
One of Hyundai’s top-performing spots in Q4 2021.
Social:
Overall visits to H.com were significantly higher in December as a result of the Spider-Man media partnership. Of the ~535K total visits, ~301K was attributed to the social campaign. This yielded 194% (compared to Oct) and 81% (compared to Nov) MoM increases.
Paid: 300,183 visits to IONIQ 5 VLP
Organic: 24,185 visits
99% of posts driving to NE VLP, so there’s limited traffic to the NX4 VLP.
Organic + Paid
65MM impressions
23MM video views
14MM engagements
