Hyundai Global Launch

Making the IONIQ ICONIQ

Thrilling audiences across the globe, our audacious launch of the Hyundai IONIQ N5 stole the show at Goodwood’s Festival of Speed.

The biggest moment at Goodwood’s Festival of Speed 2023. The largest stand on the grid, the most exclusive unveiling moment with Jodie Kidd, synchronised with a parallel reveal on-track.

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The Challenge:

Debut the new Hyundai IONIQ 5 N for a global audience at Goodwood’s Festival of Speed.

Hyundai IONIQ 5 N on racetrack at Goodwood Festival of Speed

The Idea:

We switched the focus of traditional car launches from the car to the driver.

The Solution:

Launching an electric vehicle that roars with combustion and high performance, our activation put everyone in the driving seat.

By giving every visitor a driver’s perspective, we took them inside the experience and exhilaration of sitting behind the wheel of the new IONIQ 5 N.

An EV where you hear the roar of an engine, sense your pupils dilate, and feel your heart race.

Rehearsal to Reality

A choreographed hill climb moment with world-renowned stunt driver Terry Grant.

Strategised in Chichester
Rehearsed in the UK & Germany
Brought to life at Goodwood

Beyond the brief

Hyundai activation at Festival of Speed event

To launch an EV with so much heart, we pushed experiential boundaries to maximise sensory experience, giving visitors an emotional response to a masterpiece of progressive engineering.

Stunt driver Terry Grant experience at Festival of Speed

To maximise the impact of the launch moment, our global stand reveal was seamlessly synchronised with a parallell display out on the track, choreographed by stunt driver, Terry Grant.

Impact

Winner - Best Automotive Experience at The Drum Awards

100,516 total stand users

36,065 engaged fans

14 minutes average dwell time

24,000 live stream views