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Hyundai Ioniq5 Strategic Positioning
For my master's program, I undertook a comprehensive project centered on redefining the strategic positioning of Hyundai, with a specific focus on its flagship electric vehicle, the Ioniq5. This endeavor commenced with an exhaustive investigation into Hyundai's history and a detailed market situation analysis, pinpointing the electric vehicle industry's landscape, identifying key competitors, and conducting a thorough SWOT analysis of the Ioniq5. Building upon this foundational research, we segmented the target audience into five distinct categories, meticulously crafting a persona for each to capture their unique characteristics and preferences. This audience analysis served as the cornerstone for our strategic positioning of the Hyundai Ioniq5, which we envisioned as a leader in the electric movement. Anchored by our comprehensive research and analysis, we articulated a new strategic position for the Ioniq5, emphasizing its exceptional charging capability — the fastest in its class, achieving an 80% charge in just 18 minutes. This unique selling proposition formed the core of our creative brief, guiding the development of a targeted marketing campaign designed to highlight the Ioniq5's leading edge in the competitive electric vehicle market.
Creative Execution
My responsibilities within the team included conducting research on marketing trends and the history of advertising, developing the creative brief and marketing positioning, and overseeing the creative execution of the social media campaign. I titled the campaign "What Can You Do in 18 Minutes?" to draw a parallel between the time spent on everyday activities and the efficiency of charging the Ioniq5, illustrating how the vehicle can not only save time but also enhance the quality of life's best moments. For this campaign, I crafted several visuals for use on Instagram, creating mock-ups to provide a clearer and more comprehensive understanding of how these elements would be presented on social media platforms.
Complete Project Document
I was also in charge of designing the template for this document and the final layout editing of it.
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