Fully Charged Live, or to give it its 2021 title, Fully Charged Outside, marked a step-change in attitudes towards EVs, both from exhibiting manufacturers and consumers. Hyundai wanted to capitalise on this momentum by choosing FCL to offer test drives of the ground-breaking IONIQ 5 to the public for the first time.
Fusion's task was to drive awareness of the Hyundai brand, their latest electrified product range, and cement them as a leader in EV. We needed to achieve this through a thought-provoking stand design, a fully-booked test drive programme, and lead generation for the dealer network.
The cars on display were IONIQ 5, Kona EV, NEXO and Tucson PHEV, showcasing Hyundai's remarkable diversity in electrification (a ground-up design of EV, an EV derivative of an ICE car, a hydrogen fuel cell vehicle and a plug-in hybrid, respectively). The IONIQ 5 was undoubtedly the star of the show, with its innovative V2L system demonstrated by using the car's battery to power our retro arcade. Further digital content around the stand explained the tech onboard the cars.
We wanted to make Hyundai's presence at the show educational and forward thinking whilst remaining fun and appealing to a wide demographic. This included an application to provide contactless test drive bookings, and we told the story of IONIQ 5's use of recycled materials and sustainable engineering. We also communicated the relationship Hyundai has forged with Healthy Seas, and the amazing work that they do.