The automotive industry is being redefined - new EVs launch every year and OEMs are actively trying to secure a leadership position. While the market share is still small, consumer demand is growing strong. Everyone is competing for consumer attention to keep up the momentum and traditional ways aren’t enough. Hyundai IONIQ 5 is the ultimate proof point of where our brand is heading — we have to share the progress we are making for all. With digital key, talk-to-text, and 300-mile range, the Hyundai IONIQ 5 represents our journey at its most evolved.
The overall goal of the campaign was to drive awareness and consideration for IONIQ 5. Within social, our objectives were:
Hyundai IONIQ 5 redefines the entire car experience. It’s not just a new car, it’s a new way of life. Once consumers experience all the 'hidden gems' of EV ownership, they never want to go back. Our strategy is to expose the ‘hidden gems’ of the IONIQ 5 and create desire.
The full potential of electrified vehicles remains undiscovered – it is perceived as a secret that only the elite understand. EVs tend to have a higher price point and are mainly available to affluent buyers. Hyundai IONIQ 5 challenges this paradigm and brings the latest innovation mainstream. How can we use social media to demonstrate how IONIQ 5 evolves your journey using the hidden gems of ownership as proof?
In this campaign, we follow Jason Bateman through time as he experiences the harshness of pre-modern-era life, from our first words as cave people, to roughing it in the old west. All in an effort to show just how far humans and technology have progressed with the arrival of the fully electric Hyundai IONIQ 5. On TikTok, we demonstrated how the Hyundai IONIQ 5 evolves mankind’s journey by leveraging the popular trend “how it started vs. how it’s going” in a series of snackable content pieces. In each one, Jason Bateman juxtaposes the comedic yet historically accurate struggles of life before and after the innovative, fully electric Hyundai IONIQ 5. Hyundai also partnered with five TikTok influencers–@angryreactions, @monaswain, @337speed, @jakeceja, and @allisonholkerboss to react to the Hyundai IONIQ 5 “History of Evolution” television commercial to amplify awareness of the IONIQ 5.
For the TikTok portion of the campaign, in addition to our 141K organic views, we amplified on TikTok by partnering with creators and leveraging spark ads. We also amplified with a One Day Max which garnered over 50MM impressions with a 94% view rate. This was Hyundai’s first-ever One Day Max (ODM) and it significantly outperformed TikTok’s benchmarks by 98% and delivered +59% more impressions than originally estimated. For the creator content of creators reacting to the Hyundai spot, we saw an additional 8MM impressions with Mona Swain’s engagement rate garnering a 22% higher engagement rate than the average. By partnering with creators, Hyundai’s profile gained 7.3K new followers and 43K new profile visits.
Our success even became a heralded example for TikTok on how to adapt concepts for the TikTok platform and leverage creators for effectiveness. TIkTok for Business used our IONIQ 5 social campaign as an automotive case study on their website. The case study shared how our IONIQ 5 Launch “stayed top of mind” for consumers during the Super Bowl season by utilizing the TikTok features like Duet and Green Screen.