Putting a new brand platform to the test on prime time TV.

Australia ranks 22nd in the world for EV adoption. And when it comes to range anxiety, scepticism runs high. So, instead of telling Aussies to trust it, we invited them to try it with a prime time reality show tackling one of the country’s longest, toughest stretches of road.

Launched in parallel with our new brand ads, The Big Trip put Hyundai EVs to the ultimate test and became the highest-rated show in its times lot, resulting in $720 million in PR reach, 60 million media impressions and a 32% increase in test drives.