- Hyundai's Ioniq campaign draws similarities between dating and car shopping
- Program involves a first-of-its-kind automotive media buy with Tinder dating app in Canada
- Contest for a chance to win a date with celebrities Jasmine Lorimer and Joey Scarpellino
MARKHAM, ON, July 31, 2017 /CNW/ - Hyundai Auto Canada Corp. has launched today a first-of-its-kind campaign revelling in an interesting parallel: the similarities between car shopping and dating. Today, the company has begun supporting its recently-launched Ioniq eco vehicle by letting Canadians know they shouldn't settle in picking a car or partner, and they might just find the 'whole package' in the one they least expect.
The Hyundai Ioniq is an advanced, stylish vehicle packed with innovative technology that makes it equal parts eco-friendly and fun to drive. Unlike other eco vehicles currently on the market, the Ioniq is the first in the world to offer three electrified powertrains in one platform: hybrid, rechargeable plug-in hybrid, and battery electric. This advanced vehicle begged for a marketing approach unlike any other the brand has done before. Rather than a traditional media buy, Hyundai turned to Tinder for the dating app's first-ever automotive brand activation in Canada. The goal of the sponsored profiles within Tinder is to ultimately show Canadians how they can alleviate some of the pressure of car shopping by considering the new Ioniq.
"The Ioniq offers an engaging driving experience, has an incredibly advanced powertrain, and is an incremental addition to our product line-up which presented us with an opportunity to do something new from a Marketing perspective," says Lawrence Hamilton, Director of Marketing with Hyundai Auto Canada. "We knew the car needed to be promoted differently. The market positioning hinges on the concept of 'Unexpectedly Electrifying', which got us thinking about other experiences that surprise people and involve first impressions, getting to know someone or something new, and potentially making decisions with long-term implications. We're all looking for the right combination of traits when it comes to dating or car shopping. In the car shopping world, the Ioniq can be that surprise."
To highlight the similarities between car shopping and dating, Hyundai sought the help of eligible celebrities Jasmine Lorimer and Joey Scarpellino. With their expert dating advice and impeccable taste, Lorimer and Scarpellino are front-and-centre with the new Hyundai Ioniq in the campaign. Through a unique media buy with Tinder, six lucky winners across Canada will be given the opportunity to go on an unexpectedly electrifying date in an Ioniq with Lorimer in Toronto or Scarpellino in Montreal this September.
A Canadian girl-next-door, Lorimer is a reality TV starlet who has traveled the world and been on some incredible adventures. With equal parts humour and beauty, Lorimer has a few surprises up her sleeve for the dates with the contest winners. Scarpellino is known from his starring roles in Les Parent and Lance et Compte, as well as his striking good looks. Typically, this laid back French Canadian superstar can be found out with his close friends or strumming on his guitar, but will bring all of his creativity and joie-de-vivre to this campaign.
"Shopping for a new car and dating have a lot of similarities and it can be stressful until you find the right one," says Lorimer. "I look for the same characteristics in a boyfriend as I would in a vehicle – reliability, brains, compatibility and excitement. This campaign is such a fun and unique way to show that Hyundai gets the stress."
"We all get hung up thinking we need to compromise one desired trait over another but that's really not the case," says Scarpellino. "Whether you're dating or car shopping, you can have it all and often in a vehicle or person you least expect. I'm excited to partner with Hyundai on this campaign because it's a new perspective to dating from a company you'd least expect it from."
With Tinder promoting the contest from July 31 to August 31, contestants can "swipe right" on the app when they see the Hyundai-promoted profile for Lorimer or Scarpellino to gain access to the Hyundai Ultimate Date contest. Canadians are also able to enter through a dedicated website, www.HyundaiUltimateDate.com.
From September to March, Hyundai will continue to spark chemistry with a national contest for Canadians to win a date of their own. One winner will be selected every month for six months where they'll receive a $200 giftcard and the opportunity to cruise around in the Ioniq during their date.
Ongoing media relations and social content amplification will help tell the story as it unfolds. The media buy was managed by Hyundai's agency of record, Innocean Worldwide Canada. The campaign is being managed by the company's PR Agency, The Colony Project.
About Hyundai Auto Canada Corp.
Hyundai Auto Canada, established in 1983 and headquartered in Markham, Ontario, is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout Canada by Hyundai Auto Canada and are sold and serviced through more than 210 dealerships nationwide. Hyundai is also the first to offer its zero-emissions Tucson Fuel Cell Electric Vehicle to Canadian customers. More information about Hyundai and its vehicles can be found at www.HyundaiCanada.com.
SOURCE Hyundai Auto Canada Corp.
For further information: about this campaign, please contact: Fontane Choi, The Colony Project, (647) 400-2468, [email protected]