Results

Challenge: How does an auto manufacturer forge an emotional connection with consumers? Objective: Become a brand associated with emotional value – innovative and caring. Strategy: Distribute a film about connecting two people beyond physical distance in most innovative way using cars. Execution: To make the film personal and authentic, we found a true story of a daughter apart from her astronaut farther in space and connected the two with a message written on earth big enough to be seen from space with tire tracks. We replicated the hand writing using GPS mapping. A total of 11 Genesis were used and the size was almost twice the size of Central Park, NYC. Satellites were involved to test if message could be seen on the given coordinates from the International Space Station. Outcome: Hyundai deliberately conveyed a strong message to people who understand the core value of relationship - being connected to people we care. The message was approved by Guinness World Records as "The World’s Largest Tire Track Image". Hyundai successfully managed to position itself as innovative and caring brand. The film reached 60 million views within one month of launch on YouTube and was recognized by Google Ads Leaderboard for “The most watched ads on YouTube in April”. Surprisingly it gained more views than rest of the top 10 viral videos combined.

The campaign has a main video and a behind-the-scenes video that explain how the film was made. The audience can find out more facts that constitute this campaign - the facts about astronauts (father of Stephanie), the location shown on Google Maps of the real message written on the desert, the Guinness World Records certificate. Most importantly, the campaign site is built with an automatic video creating solution for the audience where audience can participate in creating their own message on the desert and send it to someone special like Stephanie did in the video.

[YouTube] Total YouTube views: 70,000,000 + - The Most Watched Video of the Day on YouTube (US); April 18th. - #1 Weekly Viral Video from Automotive News, 2 consecutive weeks - #1 Weekly SNS Share from Unruly Global Ads chart - #1 in “The 10 Most Watched Ads on YouTube in April” from Google Ad Leaderboard (more views than view of #2~#10 combined) - Covered by major media Forbes, Times, People, Mirror Bild, Huffington Post, The Verge, Boston.com. etc.. - Aired on ABC, NBC, FOX TV [Campaign site] Total Page views: 1,400,000 + Number of event participants: 90,000 +

The key branded content elements are the challenging the traditional scale and the authentic story of the campaign. Hyundai Motor Company thrives to bring new ways of connecting people and become customers’ lifetime partner in automobiles and beyond. To convey this belief, Hyundai overcame the physical distance between a daughter and her astronaut father in space by creating a replication of the hand-written message by the daughter on a desert in a size that can be visible from space (twice the size of New York Central Park) with 11 Hyundai Genesis. Also, the story of the daughter and father who are apart due to his job was based on a true story that all families can relate to.