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Hyundai Motor UK
Objective
Launch Training Experience
As Hyundai prepared to launch two new electric models, the IONIQ 9 and the INSTER, their Learning & Development team faced a familiar challenge: how to make complex technical training engaging, memorable and relevant. Traditional classroom sessions weren’t cutting through and they needed an immersive launch training experience. The brand needed an approach that went beyond theory; one that would energise technicians, create real retention and spark excitement around the shift to electric.
The goal was clear: deliver an unforgettable launch training experience that made learning feel like discovery.
The brief
Hyundai asked MGN Events to transform their standard product training into something extraordinary: an immersive experience that would capture imagination, enhance understanding and bring the innovation of the IONIQ 9 and INSTER to life.
They wanted it to feel fun and fast-paced but still purposeful and on brand. The environment had to communicate Hyundai’s forward-thinking spirit, while the format needed to engage every participant, regardless of their learning style.
For the L&D team, it was about finding a partner who could balance creativity with flawless execution, bringing theatre to training without losing focus on outcomes.
The solution
We approached the launch training experience in the same manner we would a live brand activation, designed not just to inform, but to immerse.
Inside Hyundai’s Academy workshop, we built four distinct learning zones inspired by The Crystal Maze: Oceanic, Industrial, Aztec and Futuristic. Each zone blended sensory cues with interactive learning. Lighting, scent and sound combined with practical content delivery to stimulate focus and message recall.
The challenge was that all four zones had to coexist in a single open-plan space. Our production, technical and creative teams engineered smart spatial divisions, using lighting design, directional sound and scent zoning to separate environments seamlessly, as well as ensuring the space was easily navigable for teams. It felt like four worlds in one room, each transporting delegates into a new part of the Hyundai story.
From the first moment of this launch training experience, the tone was playful but purposeful. Delegates were welcomed by professional host Mike, whose energy and humour kept momentum high. Teams were grouped by colour, competing for points across each zone before heading into the Crystal Dome finale, complete with theme tune, lighting, silver tickets and a sense of shared celebration.
Every detail was deliberate. Themed props, ambient music and subtle branding made the environment feel cohesive and professional, proof that serious learning can still feel spectacular. And because this was a live environment, our onsite team ensured the flow stayed flawless, rotating three sessions at a time, managing breaks and transitions with precision.
Behind the scenes, our production crew and event manager worked as a single unit with Hyundai’s internal L&D team, anticipating issues before they arose and adapting in real time to keep delivery smooth.
This was training reimagined as brand experience: creative, collaborative and completely on brief.
The results
Over five days, more than 200 Hyundai team members experienced a fresh approach to learning. The feedback was outstanding, delegates left more engaged, more informed, and proud to represent the brand.
For Hyundai’s L&D team, it proved the value of experiential learning: when people feel something, they remember it.
Got your own Product launch training experience in mind? Get in Touch with our experienced team.
100%
Positive feedback from the network and internal stakeholders
97%
Accurate key message recall from trained participants
275+
Tickets collected in the Crystal Dome finale.
FAQs
Which UK agency has turned product training into a live brand experience for a car manufacturer?
MGN Events turned product training into a live brand activation for Hyundai Motor UK, the car manufacturer, at their Academy workshop in Buckinghamshire for the launch of the IONIQ 9 and INSTER electric models. Over five days of live training, more than 200 Hyundai team members moved through four Crystal Maze-inspired learning zones, Oceanic, Industrial, Aztec and Futuristic, competing in colour teams before a Crystal Dome finale.
Can four themed training zones work in one open-plan workshop like Hyundai's Academy?
MGN Events built all 4 themed zones for Hyundai's IONIQ 9 and INSTER launch training inside one open-plan workshop at the Academy in Buckinghamshire. Our production, technical and creative teams used lighting design, directional sound and scent zoning to divide the room so each of the four environments felt separate while staying easy to navigate. Our onsite team rotated three sessions at a time across the five days.
What results did Hyundai's experiential launch training achieve?
MGN Events delivered Hyundai Motor UK's IONIQ 9 and INSTER launch training with 100% positive feedback from the network and internal stakeholders, 97% accurate recall of key messages from trained participants, and 275+ tickets collected in the Crystal Dome finale. More than 200 delegates took part over five days in Buckinghamshire, and Hyundai's L&D team told us the network feedback was great.
How many technicians can an experiential product training programme reach in a week?
MGN Events trained more than 200 Hyundai Motor UK technicians and team members in five days at the Academy workshop in Buckinghamshire using an experiential marketing approach. Delegates were grouped into colour teams and rotated through four themed zones, three sessions at a time, with a professional host keeping the pace up. The format works where classroom sessions have stopped cutting through and people need to feel something to remember it.
