A MESSAGE TO SPACE

Silver Spike

Case Film

Presentation Board

TitleA MESSAGE TO SPACE
ClientHYUNDAI MOTOR COMPANY
Product/ServiceHYUNDAI MOTOR COMPANY
CategoryA03. Storytelling
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production Company PLANIT PRODUCTION Seoul, SOUTH KOREA

Creative Execution

The digital campaign site was focused on amplifying the emotions that audience felt and sharing those emotions with their loved ones. On the campaign site, users from all over the world can check the message that Hyundai wrote on the desert for Stephanie and her dad. The exact satellite coordinate and Google Maps enabled users to observe the world’s largest tire track image on both web and mobile. Users can also take part in our campaign by customizing Stephanie’s message to their own message using the SNS integrated video generator which automatically creates typed-in message on a desert that can be shared to friends through SNS.

[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 #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+

Traditionally the role of automobile was limited to connecting two physical points – one place to another, however in Marketing 3.0 era the role of automobile should go beyond the distance. Hyundai wanted to be a brand that connects people emotionally. This campaign deliberately conveyed our message to people who understand the core value of relationship by implementing a real family story with a daughter who misses her father working at the farthest place from earth - space. With the story of 11 Hyundai Genesis recreating the daughter's hand-written message that could be seen from her father in space, Hyundai reminded people of the value of being connected to people we care.

Credits

Name Company Position
Kiyoung Kim INNOCEAN Worldwide Executive Creative Director
Gunny Park INNOCEAN Worldwide Creative Director
Youngill Jang INNOCEAN Worldwide Art Director
Jaeshik Seo INNOCEAN Worldwide Copywriter
Yonghee Kim INNOCEAN Worldwide Art Director
Mijin Lee INNOCEAN Worldwide Copywriter
Seoyeon Cho INNOCEAN Worldwide Art Director
Jongpil Kim INNOCEAN Worldwide Sr. Account Director
Junghwan Kim INNOCEAN Worldwide Sr. Account Director
Eunjung Ahn INNOCEAN Worldwide Account Director
Chandler Kim INNOCEAN Worldwide Sr. Account Manager
Euisung Ha INNOCEAN Worldwide Account Manager
Jeehye Ryu INNOCEAN Worldwide Account Executive
Jeeyoun Roh INNOCEAN Worldwide Account Executive
Minhee Kang INNOCEAN Worldwide Media Director
Haksoo Kim INNOCEAN Worldwide Media Planner
Sungho Han INNOCEAN Worldwide Media Planner
Juhee Kim INNOCEAN Worldwide Production Manager
Hojun Roh Planit Production Executive Producer
John S. Park Addict Films Film Director
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