HYUNDAI IONIQ HYBRID CAMPAIGN
Overview
Designed to dethrone the Toyota Prius, the Hyundai IONIQ brought out all its ammo and was ready for battle in all comparison. Most of all, it is banking on its EPA’s claim that it can go further miles per gallon on an average drive as compared to the Prius. Now that fact alone is worthwhile.
Target audience
I don’t believe any Toyota Prius owner has ever listed the appearance of his/her car as the best feature of the car. So in the year 2017, to be eco-conscious, you will have to compromise with the exterior look, perhaps your entire brand image will need to change. Is a gas-saving, economic car really has that little to offer? For target audience, we will aim at the ones that cares about their images, which is the entire millennial generation. the Hyundai IONIQ is entering the market with jam-packed technological features for the tech-savvy, stylish exterior for the ones refusing to sacrifice its looks for an economic car. And on top of it all, target the ones that care about gas mileage, cares about carbon footprints.
Campaign
We are selling a car here, so the hero image would always have to be about the car. With two examples here, one for the East Coast of Niagara Falls, and the other, West Coast at the Antelope Canyon. The ads showcase the car, with 59 miles per gallon that the EPA estimated since that is our main draw. The campaign also used the tagline: { I }, which represents both the IONIQ car and the person driving the car himself/herself, Can Go Further. With landmarks that has some driving distances, promoting the car’s ability to get to and from, and also promoting outdoor activities for these younger consumer.
Marketing strategy
In order to stand out among competitions, we have to take a different approach with the marketing. We have to create a story, a connection with our crowd in order for them to take notice. You can no longer flash a sexy car and expect it to sell right away. It’s all about that holistic branding of the car. So we have to set aside a budget to start plastering the town with teasers and relatable imageries and activities that our target audiences are keen on doing.
Billboards
Still using the same campaign – { I } Can Go Further – we developed some of the outdoor activities that could stimulate the sense of freedom, the sense of challenge these kids are facing daily. We also wanted to entice the audience with the unique light blue color that dominate the ads, since that will help tie the whole campaign together.
The name
We are also going to play out some fun advertising in areas where millennials hang out. Considering the name “IONIQ” isn’t a name that rolls off the tongue, we came up with some methods that could implement that name into brains. Repetition. Everywhere.
Some other methods that we used for Asian towns were to emphasize the headline “I can go further.”
