The Campaign

1. Mission: Genesis has 3 cutting-edge features as the following - 1) Advanced Smart Cruise Control: Maintains a safe distance with the front vehicle 2) Lane Keeping Assist System: Automatically corrects the direction of the vehicle within the lane 3) Autonomous Emergency Braking: Automatically stops the vehicle in danger of collision How can we make the audience believe these? 2. Idea: We decided to show the technologies through a live situation. No tricks, No CG but capturing the amazement as it is. Step 1. ASCC makes the 6 Genesis drive in a line after the drivers jump out of the cars. Step 2. LKAS makes the cars move within the lane without the drivers. Step 3. With AEB, the cars successfully stop before immediate crash. 3. Execution: Key influencer outreach formed the main part of our seeding strategy and was intended to place the campaign in high-traffic places. We intended to get blog coverage if the media owners felt that was appropriate and interesting for their audience. 4. Outcome: After a month, many bloggers and fans shared their excitement for the film, which made news for people to talk about. World-renowned major media channels have covered the news introducing the ‘Empty car convoy’ the ‘hottest new viral film that you shouldn’t miss’. Without any media buying/PR cost, the viral made its own way. Therefore, we think the PR effect was more enormous than we expected from the beginning.

The Brief

- 10,000,000+ views and 10,000+ up-votes on YouTube. 1,500+ likes on Facebook. - Getting many blog coverages if the media owners felt that was appropriate and interesting for their audience - Making bloggers and fans share their excitement for the film, which can make news for people to talk about. - Media coverages through world-renowned major media channels without any buying cost

Results

1. After a month, the film marked over 10 million views on YouTube, and bloggers and fans shared their excitement for the film, which made news to talk about. - 10,000,000+ views on YouTube after 1 month (Release: June 27, 2014) - Total 12,000,000+ YouTube views (by April 2015) - 12,400,000+ True reach (3Q 2014 / visiblemeasures.com) 2. World-renowned major media channels have covered the news introducing the ‘Empty car convoy’ the ‘hottest new viral film that you shouldn’t miss’. And surprisingly without any media buying cost, the viral made its own way. - Media coverage: Automotive News, Chicago Tribune, Telegraph, CCTV, etc. 0 media buying cost --> Estimated earned value: $15,000,000 3. Moreover, we had meaningful achievements from the 3rd quarterly Auto branded video report. - Top 5 Auto Campaigns – 3rd - Top 5 Auto Brands – 2nd (Q3 2014 Auto Branded Video Report / visiblemeasures.com)

Execution

Key influencer outreach formed the main part of our seeding strategy and was intended to place the campaign in high-traffic places from which a lot of other relevant sites take their content. Firstly, we released the film on YouTube and then started the outreach. The aim for day 1 was to secure posts on influential sites. On day 2, focused on big marketing sites and auto sites. On day 3, big entertainment, tech and cool-hunting sites. From day 4 onwards we started to target smaller tier 2 sites across all categories. This was pure organic seeding and we had no control over the decision of particular blog/website owners. We intended to get blog coverage if the media owners felt that was appropriate and interesting for their audience. And because it succeeded on Internet, we have expanded the channels including world-wide exhibitions, motor shows, Korean TV commercial and OOH ads.

The Situation

There are various cutting edge technology in Genesis that make customers’ driving more convenient and safe such as smart cruise control, emergency brake system, lane keeping assist system. By introducing these, we were confident to reach and convince the consumers that Hyundai cares for them in a smarter way, providing brilliant experiences. We thought surprising technology gives enormous impact when it is matched with a surprising direction. Therefore, the video was filmed at the huge proving ground located in Mojave desert, USA. And we recruited 6 Hollywood's stuntmen. We wanted to introduce the film to people as many as possible.

The Strategy

We tried to make a startling video through the ironic and seemingly impossible concept of a “convoy” made of “empty cars.” The main concept is “smart caring”. Flexibility was a key component of seeding this campaign. Because it was being seeded during the World Cup 2014. This could have a big impact on whether the film gains viral traction or not. Without viral traction, Outreach activity could be very inefficient and deliver a low ROI. We needed to react to circumstances once the campaign has started in order to optimize campaign performance. Outreach started on the morning of release. We targeted big mainstream sites in Europe first. Once the US & Canada came online (east coast first, then west coast) we targeted big mainstream sites there.