Title | A MESSAGE TO SPACE |
Brand | HYUNDAI MOTOR COMPANY |
Product / Service | HYUNDAI MOTOR COMPANY |
Category | E01. Social Video |
Entrant | INNOCEAN 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 |
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 |
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.