Last October we unveiled Hyundai’s IONIQ to the Indonesian public. But before we unveiling, we needed to change the public perception on electric vehicles. Why? Well because the public study we held through focus group discussions with our desired target markets was mostly negative regarding electric vehicles. Issues like the car running out of battery, getting electrocuted, cost to charge an electric vehicles and more was a big concern, so we had to get story straight.
We launched a series of posts aimed at demystifying the myths of electric cars. From social media posts to articles and videos with key opinion leaders (KOL) and automotive influencers, we moved fast to break the myths. Educating the public proved to address the concerns and lifted interest before the launch by more than 38% according to FGD results.
One of the content that went viral was spread around on online forums by car enthusiasts. Rained poured hard on Jakarta and caused large puddles in some streets, so we took the IONIQ out for a ride in the city, deliberately going over the large puddles of water. People took notice and used their smart devices to take videos and posted them online. It broke the myth that electric cars are prone to breaking down when in contact with water and proved that the IONIQ is water sealed.
Educating the public and breaking the myth of electric cars continues as Hyundai releases more EVs. Find out more on the content Rayu Sapa does for Hyundai at their social media accounts. You can start by following their instagram account @hyundaimotorindonesia.
A pleasure working on this with you mas Chandra. Lets kick it up for 2021. Palisade and Ioniq5 coming soon.
Yes, it was quite epic.
Keren mas Chandra, jadi inget kerjasama kita saat Aspira dulu. Would love to work with you again someday.
Insight yang bagus. Sukses terus ya Can.
Kalau mau undang mas sebagai pembicara apakah mas tertarik? Saya bisa menghubungi kemana? Terima kasih.