Client

Hyundai

Deliverables

Strategy

Naming

Guidelines

Communication

Year

2020

Live Electric

IONIQ was Hyundai’s first eco-product conceived to fuse life changing mobility with environmental performance. Today IONIQ represents a new balance; sustainability synchronised with individual experiences, in a platform that will provide a clean energy eco-system.

 

Establishing IONIQ as Hyundai’s native electric line up brand required transitioning a model brand into a larger line up brand, dedicated for electric. Strategically positioned within the portfolio architecture, IONIQ represents the future for Hyundai, signalling to the industry a vision of electrification. 

 

It’s a vision well received with share prices reaching a 5 year high on the day of launch.

IONIQ. You don’t drive electric, you live electric.

In collaboration with BTS, IONIQ was launched in 2020 as a line up brand, communicating the brand’s vision of what was to come. 

 

As part of this launch BTS released ‘I’m on it, IONIQ’ a single dedicated to the new all electric automotive brand. The single was available to download from hyundai.com and drove mass attention through earned media.