Title | A MESSAGE TO SPACE |
Brand | HYUNDAI MOTOR COMPANY |
Product / Service | HYUNDAI MOTOR COMPANY |
Category | C01. Use of Digital in a PR campaign |
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 Noh | Planit Production | Executive Producer |
John S. Park | Addict Films | Film Director |
Challenge: How does one of the world’s leading auto manufacturers create an emotional connection with consumers? Objective: Demonstrate the brand’s caring vision by showing them a true story where the brand connected consumers in most innovative and impressive scale. Strategy: Communicate with global audience at an eye-level they can relate to – a story on family. Authenticity was key factor throughout the campaign as it is the key to move today’s consumers. Execution: To make the film feel as personal and authentic as possible, we found a true story of a daughter apart from her astronaut father in space and connected the two by drawing her message with car tire tracks big enough to be seen from space. We replicated the hand writing using GPS mapping. A total of 11 Genesis were used to create the message on the desert with size of 5.55 square km, almost twice the size of Central Park, NYC. Several satellites were involved to test if message could be seen on the given coordinates from the International Space Station. Outcome: Hyundai deliberately conveyed a strong message to people who understand the core value of relationship - being connected to people we care. The message was approved by Guinness World Records as the world’s largest tire track image. Hyundai successfully managed to position itself as innovative and caring brand. The film reached 70 million YouTube views and was recognized by Google Ad Leaderboard for no.1 most watched ads on YouTube in April.
The goal was to move global audience with a story everyone can relate to and connect with the brand emotionally. To achieve this we decided to demonstrate with a true story and actually connecting two people in great distance in impressive scale. After 5 months of research, we found a story of an astronaut’s daughter. We focused on authenticity of the campaign by recreating the daughter’s message for her dad on a desert big enough to be seen in space by her dad. We searched for the location with land surveyor and used GPS mapping to replicate her handwriting.
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
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.
Hyundai Motor Company announced its new slogan "New Thinking. New Possibilities." few years ago and it set out on a new direction with vision that Hyundai will become a "Lifetime partner in automobiles and beyond." Hyundai wanted to challenge the conventional that automobiles are mere transportation but rather, they can overcome the limit of physical distance and achieve the new way of connecting people emotionally closer. And we found a perfect model for this campaign - a story of a daughter who misses her father because he has to be away from home to work in space.
In the past, Hyundai had rational connection with consumers as “money for value,” despite Hyundai’s established caring brand vision - being a lifetime partner. Hyundai wanted this brand vision to be communicated directly with the global audience to connect with them emotionally. To communicate with the global audience, we strategically picked a relationship that is universally relatable – family.