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Creative

INNOCEAN Buckles Up for the Hyundai N 24 Hours Race

INNOCEAN Frankfurt comes up with a lot to share the joy and fun of the legendary event with the enthusiastic N community and a wide audience

INNOCEAN Buckles Up for the Hyundai N 24 Hours Race

INNOCEAN Frankfurt is at the start with a digital campaign for the Hyundai N at the 24h race. 

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. 

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 realised 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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Creative

Creative Director: Timo Kanehl

Sr. Concept Developer: Thorsten Büsser

Sr. Art Director: David Apel

Art Director: Per Seuring

Sr. Video Motion Designer: Kai Kundler

Motion Designer (3D): Hyungmin Cho

Account Service

Executive Coordinating Director: Matt Bae

Director Motorsport Business: Marcus Willhardt

Sr. Project Manager: Sarah Lewke

Digital

Head of Social: Jean-Marcel Zawer

Jr. Digital Manager: Merve Sahin

Jr. Digital Manager: Jeesoo Kim

AdTech

Head of programmatic: Boris Strempel

Strategy

Strategist: Odile Breffa

Category: Automotive , Cars