Hyundai Ioniq 6 - launch - Watt’s Next

Situation:

In a market where most car advertising headlines all say "100% electric," how do you successfully launch a new all-electric car and change the perception of a brand like Hyundai, which has long been seen as producing cheap and boring cars?

Brief:

Create a campaign showcasing the stunningly beautiful design and innovative features of the new Hyundai Ioniq 6, positioning the brand as a leader in electric vehicle design and technology while addressing the perception that electric cars are still not a viable option for most drivers.

Objectives:

* Differentiate the Hyundai Ioniq 6 from other all-electric cars in a crowded market.

* Change the perception of Hyundai as a manufacturer of cheap and boring cars.

* Position Hyundai as a leader in electric vehicle design and technology.

* Increase awareness and consideration of the Ioniq 6 as a desirable all-electric car option.

* Encourage drivers to consider an all-electric car for their next vehicle purchase.