INNOCEAN Worldwide Europe

KONA. You drive it. You define it. | 2017

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The new Hyundai KONA should not just introduce a new vehicle, but at the same time establish an emerging lifestyle brand in the market. To do this, we wanted to inspire the target group with captivating, stylish content and, moreover, authentically reflect their lifestyle and attitudes.

Lösung

For our campaign, we have been inspired by the fashion world. The KONA should also be an opportunity for its drivers to express their lifestyle under the campaign motto: "You drive it. You define it." The campaign optics leaned on examples of modern pop culture such as music videos. With local micro-influencers we could give the KONA a face and bring the message to life.

Ergebnis

The campaign had a very high activation potential and was 13% above the average of the car industry in terms of motivation measurement. In addition, the campaign appealed to the young and progressive audience, exceeding the Hyundai average by 15%, an increase of 68%.

Long live driving | Kia | 2017

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Stinger is the most epic car Kia has ever built. So it deserved an equally epic campaign. Under the theme: “One wish list. One Car”, we built up excitement by sending one guy on a road trip all over Europe, where people got to follow him as he crossed off his wish list.

Lösung

As the title “Long Live Driving” suggests, the focus was put on the sheer pleasure of driving. The wish list connected the points of this very personal road trip all over Europe, providing a perfect playfield to enjoy the car’s driving features in a variety of landscapes. A series of webisodes allowed to follow and share the driver’s highly sensory experiences through social media.

Ergebnis

With over 100m YouTube views, 530m people reached and over 2.5m website visitors, the campaign was a game changer for the brand, igniting the dreams of car enthusiasts across Europe.

El Magico | Hyundai | 2018

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For Hyundai, nothing is more important than safety. That’s why the new Hyundai Tucson is loaded with driver assistance features. One of them is the Forward Collision-Avoidance Assist – a system that combines radar and camera data. When it detects sudden braking by the car ahead or pedestrians on the road, it autonomously activates the brakes.

Lösung

Where most safety ads try to shock people and blame them for making mistakes, we decided to go for a different approach - because no matter how much you concentrate when you drive on the road, sometimes pedestrians just seem to come out of nowhere. But when it happens, it’s great to have a car that supports you in preventing a collision.

Your turn, Elon | Hyundai | 2018

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The race to catch up to Tesla and to lead the e-mobility field has become quite tough. While Mr. Musk repeatedly criticizes traditional car makers for their old-fashioned ways, many brands invest large sums of money to deceive the public into believing that they are ahead of their competitors, or at least to portray a feeling of progress. Unfortunately, in reality their products do not always match the expectations nor the requirements for a greener future; consumers often face empty promises.

Lösung

The situation at Hyundai is different: the Korean car-maker offers an entire range of EV models that is ready for purchase. Therefore, with the arrival of the KONA electric model, the first sub-compact electric SUV in the world, we decided to send a brief message to the world. So short, that it consisted of just 3 words: “Your turn, Elon.” The billboard was placed at the exit of the Geneva International Airport, clearly visible to everyone arriving to visit one of the world’s most prestigious motor shows. The billboard clearly highlighted the fact that some companies are bringing real solutions to the market, while others are just talking about them.

Ergebnis

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. Of course the work was not intended to criticize the efforts of Mr. Musk, in contrary, Hyundai respects anyone’s efforts making progress towards the electrification of the automotive industry. However, we felt it was time to point out how Hyundai e-models are – in comparison to the competition – diverse, accessible and most importantly, available now.

European Media Premiere Kia ProCeed | 2018

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A campaign-integrated 360 live marketing approach for the European premiere of the new Kia ProCeed. Taking place at Barcelona’s Nautic Center as design location, the program included several instagrammable activities, each symbolizing the ProCeed’s characteristics: stylish (barber), confident (photo call), individual (craft station for leather wristbands) and daring (live tattoo artist). The 470 guests, including journalists, bloggers and influencers, had the chance to meet and interview Kia’s senior management and designers.

Frankfurt Motor Show | 2017 | Hyundai

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INNOCEAN Worldwide Europe successfully performed the creative development and execution for Hyundai’s presence at the 67th Frankfurt Motor Show. Our Hyundai booth introduced a new architectural landmark feature named the “Crystal”, which was positioned at the heart of the both integrating both a freestanding LED wall and the stage. Programmed to animate over one million colors, this geometric color-changing LED structure perfectly framed the hero cars KONA, i30 Fastback and i30 N during the press conference and visitor days. The booth also included a water bar where 40,000 free KONA designed water bottles where offered to visitors. INNOCEAN led the creative development and execution of the press conference, booth architecture, communication design and a distributors dinner hosted by Hyundai for a VIP list.

Wishing Wall | Hyundai | 2016

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The Wishing Wall was an integral part of the IONIQ Tour, conceived to launch the IONIQ brand while showcasing its first eco models in Europe. But how can an engaging activation be integrated, showing the positive spirit and forward thinking of Hyundai and IONIQ? The answer was by integrating a Wishing Wall which connects the roadshow experience, its visitors and the wider public through social media.

Lösung

Inspired by the action of making a wish while throwing a coin, the Wishing Wall is a digital waterfall designed to collect visitors wishes for future mobility and share them through social media. Immersed in a future-oriented and innovative atmosphere resembling IONIQ’s brand identity, the Wishing Wall allows the visitor to visually transform via kinetic into a digital figure made of water.

Ergebnis

By merging reality with digital and the present with the future, the Wishing Wall was able to achieve an emotional connection with an environmentally conscious target group defined by a positive perception of humanity’s ability to improve the environment and openness to adopt new technologies.

Generation IONIQ Tour | 2016

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INNOCEAN Worldwide Europe developed a roadshow concept, including the design of a mobile booth, for the introduction of IONIQ’s eco models in Europe. Our Space & Design and Live Marketing teams created a visually fascinating pop-up space - in the form of a travelling modular kit – designed to provide visitors a lifestyle experience centered on the IONIQ brand and the future of mobility. The booth design was inspired by IONIQ’s brand identity, transmitting an environmentally-friendly, future-oriented and innovative atmosphere. To foster brand immersion and encourage visitors to learn about IONIQ’s technology and reflect on the future of mobility, the stand included a digital Wishing Wall, a Touch Screen, a 3D motor display, an electric charging station, as well as 360° Virtual and Augmented Reality. Guests were given the opportunity to book a test drive on site with IONIQ’s electric and hybrid models. The roadshow took place in Frankfurt, Amsterdam, Oslo and Milan, covering four of the most interesting markets in terms of eco models, between August and November 2016.

Paris Motor Show | 2016 | Kia

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INNOCEAN Worldwide Europe delivered an immersive 360-degree integrated approach at the Paris Motor Show, covering all aspects of creative development and execution. The Kia booth featured the European premier of Kia’s Rio fourth generation. INNOCEAN Worldwide Europe produced a series of supportive emotive films, enhanced by an exciting immersive 3D experience within the booth. The Kia Press conference presented the brand in an engaging manner reinforcing the huge strides the brand has made in Europe with a driving show involving 8 cars to convey the Kia Success story. The dynamic format involved 360-degree real filmed environments interacting with the product to showcase a brand on the move.

Hard Work Works | Hyundai | 2018

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In the launch campaign for the new Hyundai Tucson we celebrate hard work. Being a result of Korean discipline and dedication, the New Tucson offers the complete package. This makes it the perfect partner for hard-working people who try to build a career and family at the same time.

Lösung

The story of this film is based upon the insight that successful people often don’t get properly recognized for their efforts. When others judge them from the outside, it’s easy to think that they just got lucky. We follow the struggle of a man working around the clock to achieve his goals, being in life or at his profession. And funnily enough, the harder he works, the luckier he seems to get. The song “Lucky Lucky Lucky Me” by Evelyn Knight is the spinal cord of the film, setting a contrast to the movie visuals. As we see a man working hard to make ends meet, the lyrics describe someone living a lucky life.

Ergebnis

Mainly thanks to the music, the campaign reached 136 million impressions online, and millions of Youtube views and comments. The campaign helped Hyundai to increase sales and achieve the best-ever Q3 in 2018, with the Tucson as best-selling model.