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Hyundai begins Unexpectedly Electrifying campaign

Hyundai Auto Canada of Markham, ON has begun a new advertising campaign called "Unexpectedly Electrifying" for its recently-launched Ioniq hybrid and electric vehicle. The campaign compares the process of shopping for a car with dating. It consists of sponsored posts on the dating mobile application Tinder. According to the company, this is the first time an automotive company has conducted a Tinder-based campaign in Canada.

The creative features dating advice from television personalities Jasmine Lorimer and Joey Scarpellino. The promotion also includes a contest element in which six Tinder users will win dates with either Lorimer in Toronto or Scarpellino in Montreal in an Ioniq. Consumers can also enter online at <>. The Tinder campaign will run until Aug. 31, while the contest will continue until March 2018. The campaign was developed by The Colony Project with media buying from Innocean Worldwide Canada.

"The Ioniq is an incremental addition to our product line-up which presented us with an opportunity to do something new from a marketing perspective," said Lawrence Hamilton, director of marketing at Hyundai. "We knew the car needed to be promoted differently. The market positioning hinges on the concept of 'Unexpectedly Electrifying,' which got us thinking about other experiences that surprise people and involve first impressions, getting to know someone or something new, and potentially making decisions with long-term implications. We're all looking for the right combination of traits when it comes to dating or car shopping. In the car shopping world, the Ioniq can be that surprise."

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