The all-new KONA Electric: Sales War
Client
Service
Industry
To launch the KONA Electric in Indonesia, Hyundai ditched traditional car reviews for a head-to-head influencer showdown. The goal: spark real conversations, shift brand perception, and drive test drives. With video at the core, the campaign turned passive viewers into engaged prospects—and made Hyundai a top contender in the EV market.
Agency
Scope of Work
- Brand Communication Strategy
- Campaign Strategy
- Creative Content Production
- Video Production
Challenge
Specs alone don’t sell.
In a market long dominated by Japanese brands, Hyundai faced the challenge of breaking consumer habits and shifting perceptions. The goal:
– Drive awareness of KONA Electric among young urban professionals
– Spark engagement beyond passive content consumption
– Position Hyundai as a tech-forward, desirable EV brand
Idea
Battle to Sell, Not Just Tell.
We worked together with Hyundai to transform car content by launching a head-to-head sales battle between Indonesia’s most influential automotive KOLs—Ridwan Hanif and MOTOMOBI. The mission? Convince audiences and each other that the KONA Electric was the EV to own.
Execution
Turning Content into Conversation
Hyundai executed a 100% video-first strategy, placing YouTube at the center of the campaign. The brand partnered with top automotive KOLs, who created content in their own signature styles, building anticipation for a final face-off hosted on Hyundai Motors Indonesia’s YouTube channel. To amplify reach and sustain momentum, teaser clips were rolled out across TikTok and Instagram, supported by lifestyle influencers who brought fresh perspectives and wider audience appeal. Interactivity was key—polls, Q\&As, and lively comment sections transformed viewers from passive spectators into active participants, making the campaign feel more like a social event than a product launch.
Results
Hyundai’s KONA Electric didn’t just launch.
It sparked conversation. It drove test drives.
And it repositioned Hyundai as the EV brand to watch.
2M+
Impressions
55K+
Engagements Across Platforms