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

Name	Company	Position
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.