Hyundai: The Big Trip
Australia ranks 22nd globally in electric vehicle (EV) adoption. Because we’re such a big country, no one thinks they can handle the distances we drive.
In this brand campaign, we tapped into the Hyundai founder’s adventurous spirit of “Have you Tried it?” and set out to prove sceptics wrong.
We took two EVs and two hybrids and sent them across 4,000 km of Australia’s toughest terrain.
Then, we turned this road trip into a prime-time reality TV show airing on Channel 7.
The result? 60 million media impressions, 32% increase in online test drive bookings, 46 million Meta Impressions, 1.1 million social views, the highest-rated show for its timeslot and a $720 million PR reach.
My role was to extend the campaign across OOH, social, radio, and digital channels for both Hyundai and Channel 7.
Agency: Innocean Australia
After each episode aired, thousands of viewers searched for their favourite team and their car.
In addition to posting behind-the-scenes content to Hyundai’s account, we created an official Instagram account for the show, which featured reactive content for each episode.
I partnered with a talented UX designer to create a campaign content hub, featuring a live blog and interactive map that enabled viewers to follow the road trippers in real-time.
