360° ‘Buckle Up For N Day’ Campaign Promotes Hyundai’s N24 Hour Race

In-house agency INNOCEAN Frankfurt launched a multi-stage digital ‘Buckle Up’ campaign around its parent company’s ‘Hyundai N 24 Hour Race’ at the legendary Nürburgring.

The legendary 24-hour race at the Nürburgring fascinates motor sports fans around the world N, the Hyundai’s high-performance brand, worked with in-house agency INNOCEAN Frankfurt to share the joy, fun and passion of the legendary event with the N community and a global audience.

‘Buckle Up’ built on the auto brand’s race broadcast on the Hyundai N livestreaming website as two electric models – the Elentra N TCR and the i20N – tackle the 24h race in June and aims to connects the N team with its fans and use the event to help them discover the world of N.

https://www.hyundai-n.com/24hracelive

The creative reinforces the recently realigned N brand appearance developed by INNOCEAN Berlin through a strategy focusing 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 ‘Never Just Drive’ brand claim was communicated during N Day with the world premiere of the Kona N high-performance SUV.

INNOCEAN Frankfurt conceived and implemented the campaign – which included awareness- and excitement-building teaser videos, an Instagram filter and a game, as well as the race livestream – including developing the creative, the media strategy, the programmatic buying and the on-site branding.

The campaign aimed to drive awareness of and excitement around the race ahead of the start line and was led by a series of videos rolled out across social and digital channels acting as teasers which included ‘Buckle Up For N: Season’ and ‘Buckle Up For N: Lucky Belt’ featuring Hyundai driver Luca Engstler, plus the ‘Buckle Up For N: AR Filter’ Instagram filter and ‘Buckle Up For N: Retro Game’ an 8Bit snake fame adding a further fun factor which was downloadable from Hyundai’s own channels.

These led to the main event which was promoted by the ‘Buckle Up For N: Livestream’ spot which acted as a direct call-to-action to log in to the auto brand’s N Division website and watch the race livestream.

“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,” explained Hyundai VP Of N Brand Management & Motorsport Till Wartenberg.

“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,” added INNOCEAN Frankfurt CEO Andreas Cordt.

The campaign was created by a multi-skill team from across INNOCEAN’s divisions. These included Creative Director Timo Kanehl, Senior Concept Developer Thorsten Büsser, Senior Art Director David Apel, Art Director Per Seuring, Senior Video Motion Designer Kai Kundler and Motion Designer Hyungmin Cho, with Executive Coordinating Director Matt Bae, Director Motorsport Business Marcus Willhardt, Senior Project Manager Sarah Lewke, Head Of Social Jean-Marcel Zawer, Junior Digital Managers Merve Sahin and Jeesoo Kim, Head Of Programmatic Boris Strempel and Strategist Odile Breffa.