Hyundai Motor Company has announced that its all-electric IONIQ 5 SUV will be featured in the new season of Down to Earth with Zac Efron: Down Under, which debuts today, as the powerhouse for a sustainable road trip. The show is also the basis for a sustainability campaign that aims to spread the core message of “Small steps make a big difference” across multiple platforms.
In Efron’s inspiring documentaries, now in its second season, the American actor teams up with wellness expert Darin Olien to traverse Australia’s diverse environments in Hyundai’s award-winning electric vehicle. Together they explore communities and cultures in the “land down under” and search for healthy, sustainable ways of life. IONIQ 5 not only offers clean mobility for Efron and Olien, but also supports their journey with customer-oriented features such as the spacious interior and the V2L (Vehicle-to-Load) function, which can power small appliances and devices and even other electric vehicles .
“Because the ‘Down to Earth with Zac Efron’ theme aligns closely with IONIQ 5’s sustainability message, we believe that the eco-friendliness of the electric vehicle is well represented in a natural and natural way,” said Thomas Schemera, Executive Vice President and Head of Customers Experience Division at Hyundai Motor Company. “We are excited to be part of this partnership opportunity and are committed to delivering the message that a small action can make a big difference to the planet. It just goes to show that IONIQ 5’s environmental responsibility doesn’t stop with electrification.”
IONIQ 5’s integral role in the show is also part of an ambitious product marketing campaign, conducted in conjunction with the show’s production team, leveraging Down to Earth content across multiple platforms to reach the show’s Gen Z audience, A key element for sustainability is value.
To kick off the campaign, a viral film released on November 7th promotes sustainable daily practices while showing the IONIQ 5 integration scenes from Down to Earth, in which Efron and Olien use the V2L feature to operate devices and sit back fully reclining front seats.
Subsequently, the social challenge of the campaign on Instagram aims to encourage participation in a sustainable mission, such as: Contestants can randomly assign and practice these missions using Instagram Reels’ “Random Slot” augmented reality filter. The challenge will result in a monetary donation on behalf of participants in EARTHDAY.ORG, the non-profit organization responsible for Earth Day affairs.
Additionally, the campaign’s Roblox challenge reinforces the message that every sustainable action can help create a green society. Players engage in mini-games and quests themed around sustainable practices in everyday life, including zero-waste cooking, plogging and upcycling, drinking coffee from reusable cups, and rescuing endangered animals. In the game’s Eco Forest Zone, the results of these daily exercises are collected as life energy to grow a “World Tree”. Then, when that “world tree” reaches a certain level, the Roblox game money is actually redeemed and donated to EARTHDAY.ORG as well.
These two challenges are all the more significant given that Zac Efron and Michael Simkin, the show’s Executive Producer, are participating in EARTHDAY.ORG as Global Advisory Members.
Down to Earth is an educational and inspirational docuseries that explores how communities and cultures live with healthy and sustainable habits and practices. Starring Zac Efron and co-host Darlin Olien, the show includes content featuring meaningful conversations with local experts and scientists contributing to and raising awareness of various global environmental issues. Season 1 has over 50 million views so far.