Buckle up for N

June 2021 | Frankfurt am Main

Experience the myth together
The 24-hour race at the Nürburgring is a myth; it fascinates with exciting action, passion and the combination of demanding technical and human driving performances.
For a long time it was not foreseeable whether and under which conditions the race would start this year. N, the successful high-performance brand of Hyundai, and INNOCEAN Frankfurt have come up with a lot to share the joy and fun of the legendary event with the enthusiastic N community and a wide audience. Time to buckle up already to be tuned in for the broadcast on the Hyundai N Livestreaming website!

Two new models in the 24h race and already in June it will also go electric
Till Wartenberg, Vice President, N Brand Management and Motorsport, at Hyundai Motor Company, Seoul: “With the N brand, we have been able to build a large community in recent years. We want to continue to strengthen and expand this close bond with our fans through cultural marketing activities in the future. The campaign for the 24-hour race connects us with the fans, is fun and invites them in a friendly way to discover the world of N. With the Elentra N TCR and the i20N, we will see two new models in the race. But that’s not all, Hyundai N will start in the first electric touring car series ETCR with the Veloster N ETCR before the end of June. After all, motorsport serves to extend our technological leadership.”

Never just drive
Only recently the team around VP Till Wartenberg in the Korean headquarters had realigned and sharpened the brand appearance. INNOCEAN Berlin developed a global image in cooperation with the markets. The new strategy focuses on cultural marketing activities and aims to inspire customers with the joie de vivre and enthusiasm of the N brand beyond the race track. The new claim Never just drive, expresses this. The new focus was communicated during N Day with the world premiere of the Kona N high-performance SUV.

The campaign elements

Buckle Up for N: Video Content
Under the slogan Buckle up for N, the anticipation of the racing event is picked up and reinforced. It’s a teaser campaign with video formats of varying lengths that are rolled out across digital channels and social media. A viral film also previews the next highlights of the motorsport season where Hyundai N will race. Director: JONES by Michael Woodward and Max Barron, Production: I AM.

Buckle up for N: Lucky Belt
Hyundai driver Luca Engstler always wants to be in the race for victory, and he and the entire Hyundai team give their all. And of course the fans too: they can support him directly with their This time their wishes and tips. This is how a unique “Lucky Belt” is created for Luca, with the best wishes of all N enthusiasts. Documented in social media, because “you never just drive”.

Buckle up for N: AR filter
Of course, fans can also share their anticipation with the world themselves via an Instagram AR filter – one look at the camera is enough to put on the N belt and the excitement about the high-speed event is literally written all over your face.

Buckle up for N: Retro Game
The Retro Style Snake Game with 8Bit animation will be a further fun factor even beyond the actual racing event. It will also be downloadable on the Hyundai channels and will provide additional traffic.

Buckle up for N: Livestream
A call-to-action connects all communicative measures with the global website, where N enthusiasts from all over the world can meet for this special highlight.

INNOCEAN Frankfurt conceived and implemented the campaign strategically and creatively. Also the media strategy and programmatic buying is realized by the Frankfurt INNOCEAN office; up to the on-site branding with a mega board in the Mühlenbachschleife.

“We will continue to successfully launch the consistent focus on digital communication channels in combination with live events for N in the future. We look forward to continuously developing the global appeal of the N brand in close exchange with a growing community,” says Andreas Cordt, CEO at INNOCEAN Frankfurt.

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Leticia Rial
Director, Corporate Strategy & Business Planning