Though EVs have been around for a while, some people are still hung up by the most basic concerns: How do I charge it? How long does it take to charge? Will it go far enough? Does the electrical/civic infrastructure exist to support it? Are EVs fun to drive? Are they functional to drive?
EVs choices are exploding, but competitors are focusing on car tech innovation, and that is just not enough. People’s anxieties need to be overcome.
Our goals:
Realizing the EV game is no longer new in town with a 70% increase in EVs between 2021-2022, we wanted to convince audiences that the only thing worse than being late to the next big thing is letting your dad beat you to it. Looking to resonate cross-generationally, acknowledging barriers to entry still remain, but don’t have to be so intimidating, we used real life father-daughter Kevin and Sosie Bacon to provide an intimate look at how multiple generations can enjoy EVs, particularly IONIQ 6, in a way that’s relatable and realistic.
To support the launch of the IONIQ 6, we created a series of TikToks that tapped into the relationship between father and daughter Kevin and Sosie Bacon. Leveraging current trends and tropes popular to TikTok, our talent brought features and their personalities of the embarrassed daughter and the cringey dad who went EV to life, all to show that if the dads are going electric, maybe you should too?
We found talent gold by creating a suite of TikToks for our A-list celebrity Kevin Bacon, who just so happened to be a TikTok success on his own. And his daughter Sosie Bacon often appeared with him, or featured him in her own. Our campaign leaned into the father-daughter duo to leverage popular TikTok trends like the reverse-camera and GRWM, as well as took advantage of “backstage” moments where we were able to capture their banter and interactions with the IONIQ 6 to further let Kevin’s Dad-isms, and Sosie’s cringes, shine.
