Brief Explanation

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.

Results and Effectiveness

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 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 a lot of positive feedback such as innovative brand that added human touch to its ads. Due to the scale of the campaign the campaign was shared vastly globally receiving organic media attention of local broadcasting news stations.

Creative Execution

To target the larger audience the production and story of the astronaut’s daughter was made into a film and distributed in 40 nations online. The main focus of all media activities was to increase the awareness of the film by being key touch points of our target – YouTube and social media. The association with the Guinness World Records not only added reality to the film but also added awareness value.

Insights, Strategy and the Idea

To be an innovative auto manufacturer that provides simply a means of transportation, Hyundai decided to connect with people emotionally. We found a real story of an astronaut’s daughter and connected the two by challenging the distance between them. We took 'Earth' as the media to deliver the daughter's loving message to her dad in space. By drawing her hand-written message on Earth with 11 Hyundai Genesis, the astronaut father could see from space how much his daughter misses and loves him. We made this into a short film and distributed online to invite larger audience in 40 nations.