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Hyundai i30 N

HOW IT MAKES 

YOU FEEL

Challenge

Raise awareness of the Hyundai i30 N – a hot-hatch from a brand not known for its performance credentials, designed to get people thinking differently about the brand.

IDEA

With an all-new product from a challenger brand, we knew it was important to get real opinions from real enthusiasts to stimulate peer-to-peer advocacy. As a result, we put members of the PistonHeads community at the core of our ideas.

In order to validate the thrill and joy of driving the i30 N, we used a sports scientist to measure the physical reaction of our PistonHeaders as they drove around a track – proving that driving the i30 N actually had a tangible and measurable effect, as well as a visible emotional reaction

Hyundai i30 N – How It Makes You Feel

The Hyundai i30 N has been designed to be engaging to drive on the road, and absolutely thrilling to drive on-track. But can we actually prove it? Cue a little bit of sports science, the fast twists and turns of Anglesey Circuit in North Wales and the honest opinions of a group of PistonHeads hot-hatch enthusiasts.

Hyundai i30 N – From Track To Road

With up to 275PS and 353Nm of torque, the Hyundai i30 N was born and honed on the track. But this was just one part of Hyundai’s compelling desire to make an outstanding performance hatch for all-round everyday driving.

Hyundai went to great lengths to test the i30 N on everyday British roads in order to make sure it worked in the real world. That’s why we gave the i30 N to a couple of PistonHeaders to get their impressions on the twisty B-roads of North Wales.

SUCCESS

With an all-new product from a challenger brand, we knew it was important to get real opinions from real enthusiasts to stimulate peer-to-peer advocacy. As a result, we put members of the PistonHeads community at the core of our ideas.

In order to validate the thrill and joy of driving the i30 N, we used a sports scientist to measure the physical reaction of our PistonHeaders as they drove around a track – proving that driving the i30 N actually had a tangible and measurable effect, as well as a visible emotional reaction

SUCCESS

With an all-new product from a challenger brand, we knew it was important to get real opinions from real enthusiasts to stimulate peer-to-peer advocacy. As a result, we put members of the PistonHeads community at the core of our ideas.

In order to validate the thrill and joy of driving the i30 N, we used a sports scientist to measure the physical reaction of our PistonHeaders as they drove around a track – proving that driving the i30 N actually had a tangible and measurable effect, as well as a visible emotional reaction

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CREATIVE SUMMARY

CONTENT THAT WORKS

Total creative output:

2x long-form videos
4x 10s and 30s cutdowns
4x promoted stories
2x Instagram Stories
4x rich-media ads
6x social posts (Facebook & Twitter)
4x newsletter posts
3x print advertorials

CINEMATIC FILMS

Shot on race track and road, with a professional driver, to show the cars at their best.

RICH-MEDIA DRIVERS

Engaging ads that give
a glimpse of the main films, with a measurable action.

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PROMOTED STORIES

Native news content on Autocar and Pistonheads’ with embedded video links

SOCIAL CONTENT

Using Twitter and Instagram Stories we pushed the story to a wider audience.

SEE MORE PROJECTS

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive – conceiving and delivering native campaigns and branded content that are specifically tailored to Haymarket’s powerful publications and enthusiast audiences.

haymarketstudio@haymarket.com

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