Results and Effectiveness

105,405 people visited the campaign’s Facebook site, contributing 5,195 wishes. More than 45,000 wishes were written on the Wish Balls. On New Year’s Eve 30,000 people participated live on Gangnam Street with another 200,000 joining in the event online. Brand preference towards Hyundai have increased by 170%. Furthermore, people are now asking for this event to become an annual New Year’s Celebration. We created an unforgettable event to cheer up people.

Creative Execution

The idea was to fill the Street of Seoul with Hope. On the busiest street of Seoul, 90 modern flying lanterns, named Wish-balls, were set up along the street. We encouraged people to write their wishes for the upcoming year on it. Participation was encouraged through TVC campaign. We also collected wishes on Facebook and covered the Wish Balls with them. On New Years Eve, we threw a huge party on Wish Street. Walls of the buildings became series of performances using Hyundai LED Display as the centerpiece. Wishes collected on Facebook were screened on the display along with media arts by the trendiest young artists. Multimedia projections and laser show excited the crowd while wire performance team thrilled the people. At midnight, the 90 illuminated Wish Balls flew beautifully into Seoul’s sky.

Insights, Strategy and the Idea

People of South Korea, like other countries, were going through a tough period from the global financial crisis and high unemployment rate. Frustration and hopelessness took over the society, exhausting reality made people lose their passion for life. Our challenge, was to restore hope and positive energy to the despaired society. As a motor company that takes up 50% market share of Korea, Hyundai was obliged to cheer people in such tough period. In order to do this, we came up with modern flying lanterns. Koreans have a tradition of flying lanterns up into sky to get rid of bad fortune and pray for their wishes to come true. We adapted this concept into modern flying lanterns for people to write their wishes, and filled the streets with it. This triggered warmth in people and filled the streets with positive energy.