IONIQ 5 was the first dedicated EV product from the IONIQ sub-brand of Hyundai, launched in February 2021. A new naming architecture was required to define the model line up within the IONIQ portfolio whilst clearly communicating category boundaries.
To successfully position the flagship model in the minds of customers we linked consumer insight with a creative strategy to form a powerful creative output.
Understanding that Hyundai’s EV customer was a younger and more affluent cohort who placed a higher value on improving the environment, we unearthed the insight that purchasing an EV helped buyers feel in charge of saving the world.
Using this insight the creative direction ‘Power Your World’ was created.