EXCLUSIVE: Hyundai Motor chooses Motiv8 and The fresh Group for IONIQ event

Hyundai Motor UK Limited has selected Motiv8 and The fresh Group to produce its IONIQ launch training event.

The IONIQ is the first car to offer hybrid, full electric and plug-in hybrid powertrains within one body type. During the car's launch at the end of October, the two agencies will work together on a specialised training event, which runs over five days and will introduce sales managers across the company’s UK dealer network to the new vehicle.

In keeping with the ‘innovation’ theme from the January dealership conference, which was also produced by fresh, the company stated that it was looking for a unique approach when it went out to tender.


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Working in partnership, the two agencies proposed an event in Delamere Forest in Cheshire, within an hour of both Liverpool and Manchester airports. 

Bespoke domes will be built to house registration and indoor training activities, while catering will be provided by street food vendors. The outdoor terrain in Cheshire will allow the trainers to demonstrate how the electrified vehicle recharges its battery, as well as providing plenty of space for test drives.

"We invited three submissions to propose and pitch their ideas to us; all agencies with whom we have worked in the past and have done some great work for us," said Kate Conway, events and dealer marketing manager for Hyundai.

"Fresh and Motiv8 were the only joint submission and they had paired up at our request.  Fresh had done the conference for us earlier in the year and I knew their production and logistics capabilities were impeccable. Motiv8 have previously delivered training for us with a different partner agency managing the logistics and production. I’ve teamed up agencies before to ensure that I have the best partner for everything and know how well it can work when the chemistry is right and you play to each agency’s strengths."

Marc Hazelden, account director at The fresh Group, added: "Working with Motiv8 has been a seamless and enjoyable process, our strengths have evidently shown through and we see this as the start of a great strategic partnership moving forward."

Steve Lang, director of Motiv8, said: "Learning is integral to this event, to ensure the successful launch of this important vehicle for the brand and their dealer network. The partnership between the two agencies provides the perfect basis for this to happen."

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