Title | YOUR TURN, ELON |
Brand | HYUNDAI MOTOR EUROPE |
Product/Service | HYUNDAI KONA EV |
Category |
E02. Low Budget / High Impact Campaign |
Entrant
|
INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
|
Idea Creation
|
INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
|
Idea Creation 2
|
LAURA MOGALLE Berlin, GERMANY
|
Idea Creation 3
|
ANDRES BLUMENTHAL Berlin, GERMANY
|
Idea Creation 4
|
GABRIEL LAGOS Berlin, GERMANY
|
Idea Creation 5
|
ARTUR FRIEDRICH Berlin, GERMANY
|
Media Placement
|
HAVAS MEDIA Frankfurt, GERMANY
|
Production
|
MAINWORKS Frankfurt, GERMANY
|
Additional Company
|
HYUNDAI MOTOR GROUP Frankfurt, GERMANY
|
Credits
Jeremy Craigen |
INNOCEAN Worldwide Europe |
Global Chief Creative Officer |
Ricardo Wolff |
INNOCEAN Worldwide Europe |
Executive Creative Director |
Andreas Cordt |
INNOCEAN Worldwide Europe |
Chief Operating Officer |
Andrea Razeto |
INNOCEAN Worldwide Europe |
Business Director |
Sophia Goerner |
INNOCEAN Worldwide Europe |
European Planning Director |
Mark Fosbueary |
INNOCEAN Worldwide Europe |
European Creative Services Director |
Sven Kuebler |
INNOCEAN Worldwide Europe |
Senior Account Director |
Maria Vittoria Montanari |
INNOCEAN Worldwide Europe |
Senior Media Manager |
Anna Nowak-Otto |
INNOCEAN Worldwide Europe |
Senior Strategy Manager |
Felipe Cury |
INNOCEAN Worldwide Europe |
Senior Art Director |
Ahmet Kilic |
INNOCEAN Worldwide Europe |
Art Director |
Stephania Iordanoglou |
INNOCEAN Worldwide Europe |
Digital Strategist |
Rohan Vitus Fernandes |
INNOCEAN Worldwide Europe |
Copywriter |
Wolfgang Ruch |
Havas Media Group |
European Hub Director Hyundai-Kia |
Why is this work relevant for PR?
With one single billboard and three words, Hyundai created world-wide PR and made a statement for the brand as a serious player in the e-mobility race. Our message shook up the industry and instantly got spread across the web and in the big media.
Background
The race to catch up to Tesla and to lead the e-mobility field has become quite tough. While Mr. Musk repeatedly criticised traditional car makers for their old-fashioned ways, many brands invest large sums of money to make the public believe that they’re ahead of competition. Unfortunately, in reality their products do not always match the expectations nor the requirements for a greener future; consumers often face empty promises. The situation at Hyundai s different. With the arrival of the KONA electric, the world’s first sub-compact electric SUV, the Korean car-maker had an entire range of EV models ready for purchase.
Describe the creative idea
We decided to send a brief message to Mr. Musk and the whole industry. So short, that it consisted of just 3 words: “Your turn, Elon.”
The billboard clearly highlighted the fact that some companies are bringing real solutions to the market, while others are just talking about them.
By strategically placing the billboard at the exit of the Geneva Airport, Hyundai was ahead of the competition, again. Even before people arrived at the prestigious Geneva Motor Show, they already learned where to find state-of-the-art EVs that were available now.
Describe the strategy
Hyundai has always been a value-for-money brand. But not anymore. Hyundai stepped up their game and is currently launching innovative products. So it’s time to become a bit more confident in communication as well.
When Hyundai launched the Kona EV, the world’s first electric compact SUV, we needed to claim Hyundai’s achievement before other brands could catch up. So instead of making a big campaign that would take months to execute, we developed a simple idea that still would create a big impact.
Elon Musk positioned himself as the leader of e-mobility but struggled to deliver his promises at that time. So we decided to send him a personal message, knowing that a message to him would be a message to the whole industry.
Describe the execution
Thanks to the simple idea, we were able to have the billboard live within only one week.
It aired during the whole period of the Geneva Motor Show, making sure no visitor would miss it. The billboard aired from 05.03.2018 until 18.03.2018 (Size: Mega-poster 18.4m width / 7.8m height)
List the results
The results poured in straight away: in only a few minutes the 3 little words grew in size and weight, spreading online and into the big media. Over 380 portals spread the message and the total media impressions reached 2.3 million.
Most importantly, the billboard gave people something to smile and think about, and even to be proud of. While positioning Hyundai as a leading player in the e-mobility race.