Hyundai Launches Vibrant Campaign to Attract EV-Curious Consumers

Hyundai has unveiled a new marketing campaign aimed at encouraging consumers to switch to electric vehicles.

This campaign highlights Hyundai’s electric vehicle lineup, including the IONIQ 5, IONIQ 5 N, IONIQ 6, and Kona Electric, using eye-catching visuals that stand out from previous Hyundai advertisements.

The campaign includes a mix of broadcast, social media, and other ad placements.

Angela Zepeda, Chief Marketing Officer of Hyundai Motor America, emphasized the distinctiveness of this campaign: “As we continue to focus on our electrification goals and EV lineup, we wanted something unique. This campaign’s visuals are unlike anything we’ve done before.

While other companies pull back on electrification, we aim to reach the EV-curious and showcase Hyundai’s compelling design and technology.”

The campaign features a 60-second hero spot and two 30-second spots that launched in mid-May, running throughout the summer during major events such as the Olympics, MLB games, and NBA playoffs.

Jason Sperling, Chief Creative Officer of INNOCEAN, noted, “The colors, vibrancy, and energy of this campaign are unprecedented for us. We believe it will capture the attention of those new to EVs and further engage the EV-curious.”

To address common concerns about switching to an EV, the campaign includes 15- and 30-second spots focusing on Hyundai’s charging capabilities and driving range.

Additionally, the integrated campaign features partnerships with content creators, a “besties”-themed series showcasing multiple Hyundai EVs, and a music video collaboration with artist Leroy Sanchez, a long-time Hyundai brand ambassador.

Hyundai is also expanding its presence on Reddit, engaging with the EV community through an official AMA (Ask Me Anything) and the creation of a HyundaiUSA Reddit Pro account. The campaign extends across various platforms, including paid social media ads, radio ads, point-of-sale displays, and content on HyundaiUSA.com.

It will also highlight Hyundai’s participation in the Pikes Peak race with the IONIQ 5 N and feature head-to-head competitor comparison content.

The messaging aligns with Hyundai’s “There’s Joy in Every Journey” brand campaign, an extension of their “It’s Your Journey” brand anthem, showcasing Hyundai’s commitment to being there for customers at every joyous moment, no matter where their journey takes them.