Why is this work relevant for Brand Experience & Activation?

2020 has been dominated by the Corona pandemic and lockdowns. Still, Hyundai succeeded in offering a brand experience to the people in a physical location – later shared digitally for maximum awareness, so it had to be big and the timing was key: Hyundai presented its new electric brand IONIQ, introducing a new way of moving right after UK’s first lockdown. With a large-scale light and balloon installation at the London Eye – transforming it into a huge “Q” – symbol for IONIQ. A show so big it was highly visible in London – and worldwide through a dedicated film.

Background

The task: Successfully revealing the name of Hyundai’s new electronic brand “IONIQ” in the extraordinary times of the first lockdown. Ensuring maximum awareness for the brand before the line-up campaign. The idea: IONIQ is in charge of turning the world – we show that by letting it set the London Eye back in motion after 4 months of standing still. By transforming the London Eye into a huge “Q” – symbol for IONIQ. The solution: We made London’s most popular attraction Hyundai’s landmark for its electric vision with balloons that lit up as the London Eye started spinning again, forming a huge “Q”. Attracting people’s interest on-location, social media and to the press through a film, print ads and out-of-home. With millions of media impressions and above 14 million views on YouTube alone, IONIQ succeeded in creating the hype around its new solutions for better moving – and living.

Describe the creative idea (20% of vote)

The symbol of turning the London Eye wheel again is the symbol for electric mobility. IONIQ is in charge of turning the world – this is what we show by letting it set the London Eye back in motion after 4 months of standing still. By transforming the London Eye into a huge “Q” – symbol for IONIQ. The most iconic and striking way of presenting the new brand to the world – while letting people experience the power of electric.

Describe the strategy (20% of vote)

As Hyundai shifts its strategy and focus from selling eco-products to delivering eco-living solutions for sustainable living, the reveal of the new dedicated electric brand had to reach the whole world, and all ages. A big stunt was not possible due to corona restrictions, therefore we created maximum awareness and achieved maximum visibility through a huge installation – highly visible. As well as the transformation of the London Eye into IONIQ’s iconic “Q”, we spread our message through a film and digital assets distributed on different channels: Youtube, Facebook, Instagram – as well as through the press. More attention was also created through a placement of the film on Piccadilly Circus’s huge digital billboard. Reaching all people interested in electric mobility – and sustainable living.

Describe the execution (30% of vote)

– The stunt took place on the weekend before the official reopening of the London Eye after the first lockdown – The film documenting the experience was launched on August 10th on Hyundai channels (worldwide channels and European markets) – Additional cut-downs and assets were spread across channels (paid) – The film was shown on Picadilly circus – Print ads were placed to draw attention to the stunt and to announce IONIQ

List the results (30% of vote)

> Hundreds of people experienced the show in London > Over 14 million views on YouTube alone + comments – more on social media > Millions of media impressions on press like Forbes, UK Times, Car Magazine and The Next Web