The Campaign

Hyundai Motor's challenge was to forge an emotional connection with consumers as auto manufacture. We wanted to become a brand associated with emotional value. We came up with a campaign entitled A Message to Space, to connect father and a daughter beyond physical distance in most innovative way using cars. The campaign went viral on the web and reached 70 million views touching people's heart.

Success of the Campaign

The film reached 60 million views within a 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 the rest of top 10 viral videos combined. For a very long time, Hyundai has been associated with consumers as just “money for value” brand despite its established brand vision to be the lifetime partner. Through this campaign, Hyundai received many positive feedback such as innovative brand that added human touch to its ads. More people now recognize Hyundai Motor as not just any motor company but company that really care for consumers and become a lifetime partner.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was executed in 40 nations on YouTube and social media. Within few days of the launch, the campaign received many media attention from local broadcasting news station to renowned media channels such as “The Huffington Post” and “Forbes”. The grand scale and never seen before approach to promoting a brand was the crucial reason behind heavy media spotlight. It was also important to work with Guinness World Records to add credibility to the content and to use their brand power. The Guinness World Records title itself aroused curiosity and ensured never seen before result.

Traditionally the role of automobile was limited to connecting physical distances, 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 message to show her father in space, Hyundai reminds people of the value of being connected to people we care.