Background

A new era has come where cars that run on gas is perceived as an environmental threat, whereas the acceptance of Electronic Vehicles are on the rise. In 2020, we launched the all-new EV line-up brand IONIQ. Along with the launch of our new EV brand IONIQ, we wanted to show the infinite possibilities that the vehicle electrification would bring to us in the future to the Millennials and Gen Z who will be living in the new era.

Describe the creative idea

Millennials and Gen Z, our target audience, are not quite TV friendly. Also, considering the disconnection due to the global pandemic that started in 2020, we needed a non-contact way to approach the young generations around the world. A methodology that could resonate through the world without boundaries. We figured that music is the common language for all the people regardless of their gender, race or age.

Describe the strategy

We decided to spread our message by creating a brand music and music video. To do so, we collaborated with the global pop stars BTS, the youth leaders known for what they are best at, music. We included the message of the need for progress and a future full of possibilities that IONIQ will bring. The message was included in the lyrics by developing BTS member’s individual story of how IONIQ inspired them to progress. In addition, the brand name of the EV line-up ‘IONIQ’ was purposely set up as the chorus so that people would sing along the brand name over and over. Little pieces of clues were uploaded on Instagram until the final release of the music to build up anticipation: Image of a cassette tape, IONIQ Emoji content, key visuals of the music video and short interviews of BTS talking about Electric Vehicles in the future.

Describe the execution

1. Brand Music Release (2020/8/31, YouTube, Hyundai Website) After the long wait, we released the Brand Music via lyric video on YouTube and uploaded the music on Hyundai’s Website so that people could download and listen. 2. Music Video Release (2020/9/2, YouTube, Spotify, Hyundai Website) We released the music video on YouTube and posted the meaning of the lyrics through Hyundai’s Website. Moreover, we aired a 30-second ad on Spotify, which is a short version of the brand music, to allow more people to come and enjoy the music. 3. Cassette Player (2020/9/8, Instagram/Twitter) To build up hype for the release of the music, we created a limited edition Cassette-Shaped MP3 player that includes the brand music and hidden voice messages from BTS members. Then we handed it to the ones who guessed how many times IONIQ was mentioned in the music video.

Describe the outcome

The brand music and music video shook the music industry. Remarkably, the song even beat one of the top pop songs in a poll on Billboard.com. The Millennials and Gen Z fans accepted the music as BTS’s official song and spread the music worldwide. More than 27 million and over 1.7 million people liked the Music video and Lyric Video. Moreover, people voluntarily created more than 129 videos showing their enthusiastic reaction to the Music video. People were surprised of the fact that the Music video they have just watched was for a car ad. Most importantly, we were able to connect people through our music regardless of their gender, race or age. People all over the world are still singing along the song about the possibilities that IONIQ will bring to us. And humming the brand name ‘IONIQ, IONIQ’.