When we set out to launch the first-ever Hyundai IONIQ 5, more EVs were coming to market than ever. And we needed to find a way to stand out from the crowd.
Research proved EV owners felt their vehicle wasn’t just a new car, but a new way of living. An “evolved” way of living, so to speak. And thus, our concept was born.
To demonstrate how the IONIQ 5 has forever changed mankind’s journey, we took our message to TikTok, leveraging the popular trend, “How It Started vs. How It’s Going” to create a series of snackable videos starring Jason Bateman.
We also tapped into heavy-hitting content creators to show us just how far the IONIQ 5 has evolved the world of EVs in TikTok “react” videos–earning an additional 8M impressions.
The results? The campaign outperformed Ad Recall norms by 8.5x and Brand Awareness norms by 3x in the Auto category–making it Hyundai’s most successful Brand Lift Study for any campaign to date. And earning Hyundai clout in the TikTok hall of fame.
The push was so successful TikTok even made their own case study to show others how it’s done.
In the end, we not only evolved the way people think about the IONIQ 5, we evolved the way we reach them to hit new milestones with this campaign.