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Multi-Store EV Launch
Objective
Position the Hyundai IONIQ (and sister brand EVs) as the premier choice for affluent, eco-conscious drivers in a highly educated market, driving qualified traffic to a localized digital hub
My Role
Creative Direction, Persona Development, Full-Funnel Shopper Journey Architecture, Localized Messaging Strategy
The Team
Graphic Designer, Copywriter
Deliverables
Omni-channel Shopper's Journey Map, 4 Cohesive Direct Mail Campaigns, Hyper-local Landing Page, and Retargeting Social/Digital Assets
Launching an electric vehicle campaign in Northampton required a deep understanding of the local culture. Surrounded by prestigious colleges and an eco-conscious, affluent population, a standard automotive "sales" approach would fail.
I directed the team to build a campaign specifically tailored to an older, highly educated demographic – the local professors, academics, and retirees who value sustainability and local heritage. Instead of talking about battery kilowatts, I shifted the narrative to focus on regional freedom.
On the dedicated landing page, we contextualized the EV range by mapping it against cherished local landmarks. We visualized exactly how many times a driver could commute to specific state parks or academic centers on a single charge. This turned abstract EV data into a practical, hyper-local proof of concept.
