With the launch of IONIQ 6 in February of 2023, Hyundai wanted to...
Convey the undeniability of going EV
Entertain and engage a younger audience with a Super Squad of TikTok personalities and social first ads, featuring Kevin and Sosie Bacon
Win the Super Bowl…without actually being in the Super Bowl by making the brand completely unavoidable
Hyundai wanted to entertain and educate the next generation of car buyers to increase awareness around Hyundai’s newest entry into the EV category, the IONIQ 6.
Debuted to Americans during the biggest marketing moment of the year—the Super Bowl—IONIQ 6 needed to be ubiquitous without the luxury of airing an ad during the game. Combining a targeted social influencer campaign with big ticket linear sports inventory, Hyundai IONIQ 6 was going to rewrite the Super Bowl playbook. Buckle up indeed!
Hyundai’s rationale for shifting away from the standard Super Bowl playbook was straight forward: rather than investing in one moment, Hyundai strategically pulsed new content and high impact inventory around other brands Super Bowl stunts and leveraged digital and social as the foundational platforms for this campaign.
Hyundai assembled a Super Squad of Creators – with new content rolling out each week leading up to the Big Game – selecting those that truly have their own POV to ensure the message was authentic and the content entertaining to a wide variety of audiences.
Amaury Guichon + Chef Reactions (1/22):
IONIQ 6 made its TikTok *debut* with a chocolate rendering of the vehicle by famous chocolatier Amaury Guichon. Followed by a video from famously hilarious and incredibly endearing Chef Reactions responding to the gorgeous creation, adding his signature ratings signoff, BUT in this case the confection earned a “100/10, I’d eat it” with a “And 10/10 I’d also drive it”
Angry Reactions + Mona Swain + AD PREMIERE (1/29):
As soon as Hyundai decided to premiere the IONIQ 6 ad on TikTok, there was an immediate decision to ensure content felt platform native with Creators AngryReactions and Mona Swain, green-screening with the spots featuring Kevin Bacon and his daughter, Sosie.
Following the launch on TikTok the Kevin & Sosie’s IONIQ6 spot made its in-game broadcast debut during the AFC/NFC Championship game
JaxWritesSongs (2/5):
Jax composed a tribute to the IONIQ 6 that spoke to the heart of the campaign, bringing together Jax’s brand of catchy and innovative music with the innovation of Hyundai’s IONIQ 6.
Zeth (2/12):
During the weekend of The Big Game, fans saw IONIQ 6 through Saylor’s eyes…which was pretty special.
General Dad Reactions (POST SUPER BOWL WEEKEND):
For Hyundai, IONIQ 6’s undeniable essence was embodied in the creative message to young car buyers “even your Dad is going electric”. Naturally, Hyundai brought that Dad-mentality to the social space enlisting some of the most popular Dad’s in the game to the Hyundai team including @TheOldGays, @JetBentlee and @TJ_Therrien.
To extend reach and support amplification of the social and linear efforts, Hyundai leveraged an array of high-profile of banner placements, including...
TikTok: TopViews and Pulse around The Big Game
YouTube: Mastheads, First Moment Blast
Meta: Reach + Frequency buys
Twitter: Reach Block + NFL Amplify
Hyundai hit the accelerator increasing IONIQ 6’s content presence across all major social platforms, making the campaign completely unavoidable with…
Not only did the IONIQ 6 campaign win YouTube’s AdBlitz, TikTok dubbed the campaign a “masterclass in co-creation and community storytelling” for the way Hyundai “seamlessly incorporated brand messaging while adhering to creative principles that help content take off on TikTok.”
