Bronze
Non-Traditional
Automotive
| Entrant: | Jung von Matt, Hamburg |
| Brand: | Hyundai IONIQ 5 Robotaxi |
| Title: | "Hyundai Gets Its Driver’s License." |
| Corporate Name of Client: | Hyundai |
| Client Company: | Hyundai Motor Company, Seoul |
| Client Company Global Chief Marketing Officer - Head of Brand Marketing Division: | Sungwon Jee |
| Client Company Head of Brand Experience Sub-Division 1: | Jumi Kim |
| Client Company Head of Marketing Experience Group: | ChangHoon Han |
| Client Company Head of Product Communication Team: | Jaeho Lee |
| Client Company Senior Manager of Product Marketing Strategy Team: | Keon Huh |
| Client Companies Senior Manager of Product Communication Team: | Yoojin Jang/Jiwon Pak/Hyunjoo Yi |
| PR Company: | For the Right Reasons, Amsterdam |
| PR Consultant: | Jessica Hartley |
| Agency: | Jung von Matt, Hamburg |
| Chief Creative Officers: | Daniel Schaefer/Szymon Rose |
| Creative Directors: | Matteo Maggiore/Valerio Mangiafico/João Peixoto/Sarah Buggle |
| Senior Copywriters: | Harvey Wilks/Henry Bollmann |
| Senior Art Director: | Muhamed Braimi |
| Agency Executive Producer: | Jenni Kuhlmann |
| Agency Editor: | Domenique Liebernickel |
| Agency Project Manager: | Marlene Bauer |
| Agency Senior Account Executive: | Albert Hornbach |
| Production Company: | Park Pictures, London |
| Production Managing Director: | Fran Thompson |
| Director: | Daniel Mercadante |
| Executive Producer: | Fred Deedes |
| Producer: | Jed Hubbard |
| Production Designer: | Brett Lama |
| Production Project Manager: | Molly Salz |
| Post-Production Company Edit Producer: | Jen Tramaglio |
| Post-Production Company Editor: | Chris Catanach |
| Post-Production Company Edit Assistant: | Nick Bruce |
| Post-Production Companies: | Cartel/Time Based Arts |
| VFX Producer: | Sian Jenkins |
| 3D Lead: | Leo Weston |
| 2D Artists: | Lucy Lawrence/Ludvig Hallenius/Olivia O'Neil/Simon Melin |
| Colorist: | Simone Grattarola |
| Sound Design Company: | Factory |
| Sound Design Producer: | Beth Massey |
| Sound Designer: | Anthony Moore |
| Music Production Company: | K O Music |
| Music Producer: | Andy Oskwarek |
| Music Composer: | Philip Kay |
Description:
As the company prepares to launch this revolutionary technology worldwide, it aims to shift the perspectives of the 73% of consumers currently skeptical about the reliability of autonomous vehicles.?
To win people’s trust, we've chosen to subject this technology to the ultimate, relatable challenge. For the first time ever, a vehicle will undergo a driver's license test - a test designed for humans, providing a clear and understandable measure of its capabilities.
We've collaborated with a recognized driving examiner from the state of Nevada, to evaluate the Hyundai IONIQ 5 robotaxi. She conducted the standard driving test, identical to the one familiar to most of us from our own experiences. The verdict is in: the Hyundai IONIQ 5 robotaxi aced the test with a perfect score, proving its reliability and safety credentials. The campaign reached the following results within the 1st week:
Impressions: + 128 mio Views: + 62 mio Engagement: + 28 min
We were able to strengthen the ‘innovative’ image of the IONIQ 5 robotaxi image through this campaign, as well as improve our overall position as the ‘humane brand’ position. According to the brand lift survey, we were able to see a 8.4% increase in ad recall, 4.3% increase in brand awareness.
In comparison to Hyundais competitors we were able to increase the positive sentiment towards the Hyundai IONIQ 5 robotaxi up to 79%.
We’ve secured a wide range of coverage spanning from top-tier business to ad/PR and automotive media outlets (Forbes, PR Week, Carbuzz, Top Gear).
- Actual people with physical disabilities that impaired them from driving commented on the video, relating to the story/situation/painpoints.
- Many commented that the content made them realize the importance of safety as well as the ‘need’ for autonomous driving technology.