Our brief was to create an engaging content series that taps into fans' passion to raise awareness of the Hyundai IONIQ 5. Then, our objective became, how can Hyundai create a joyful brand moment while engaging new, young fans?
The IONIQ 5 can power everyone's unique journey - including musical artists. So, to prove it, we charged up three unique artists' performances and let the audience on TikTok vote on their favorite. The winner got to take home the IONIQ 5.
To launch the competition we released teaser content, profiling each artist and their unique influences, challenges, and accomplishments. Once we got the buzz going, each artist dropped their music videos. The set dressing, lighting, and color palettes used in each music video were all different, accentuating each artist's particular vibe and flair. We broadcast the content across paid and organic, and quickly racked up millions of views. Andrea Chahayed emerged as the winner and got to keep the IONIQ 5 that powered her performance and appeared at the iHeart Music Festival in Las Vegas.
The competition garnered 14.2M impressions, 14M views, and 61k engagements across Hyundai social channels from the teaser content, artist music videos, and winner.
