Hyundai Motor UK has launched a content campaign for the new IONIQ e-mobility range of cars. The IONIQ range represents a world-first with Hyundai being the only car manufacturer to date who has created separate hybrid, electric and plug-in hybrid powertrains within one car range.
The ‘Light the Way’ campaign, created in collaboration with Gravity Thinking, stars BAFTA award-winning sports presenter Jake Humphrey in a film content series that helps consumers understand the benefits of e-mobility and navigate which car in the IONIQ range best suits their own personal driving needs.
The campaign launches with a film where Humphrey puts the fully electric IONIQ through its paces, driving in synchronisation with a fleet of quadcopters. This initial hero film (directed by Ben Lankester and Matt Hopkins of The Progress Film Company) will have significant paid support within digital and social media channels and be supported by three further films explaining the benefits of the IONIQ range in more detail. In addition, a series of five animations will drive consideration for the range by focusing on specific car features.
Adam Nickson, head of brand strategy and communications at Hyundai Motor UK, said: “This is an exciting step forward for Hyundai Motor UK in terms of launching a new car range. E-mobility is a growing category however the majority of consumers don’t have the understanding or confidence to make an informed choice. Therefore we developed a detailed digital content programme based on consumer needs throughout the car-buying journey with the intention of making the decision easier for them. The layers of content that we have developed with Gravity Thinking deliver on specific consumer needs and objectives at every level.”
Martyn Gooding, creative director of Gravity Thinking, said: “In an overcrowded online space, we aim for simplicity in our communications. We advise brands to strip away complexity to uncover rich and emotionally impactful ideas. 'Light the Way' is a creative territory that flexes across channels by being straightforward and visual.
“We tailored each film in the campaign to where the customer is in the purchase journey - ranging from simple and emotive through to detailed and rationa, all under the umbrella concept of lighting the way for where other automakers are expected to follow. We no longer live in a world where we can connect emotionally with a large general audience. Simple, visual communications that adapt across channels are the key to success”.
Gravity Thinking is a digital communications agency that works with clients including Glenfiddich Whisky, Hendrick’s Gin, Allianz and Disney.