A MESSAGE TO SPACE

Short List
TitleA MESSAGE TO SPACE
ClientHYUNDAI MOTOR COMPANY
Product / ServiceHYUNDAI MOTOR COMPANY
CategoryA03. Use of Exhibitions and Installations
EntrantINNOCEAN 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

Brief Explanation

Hyundai has an objective to become a brand that can be associated with customers’ emotions with the value of innovation and caring. By creating a brand film that constitutes innovative techniques, casting, activation, and a story of human touch, we conveyed the brand message to public with global viral effect via online as well as various news media. With the remarkable achievement that Hyundai attempted a new Guinness World Record with automobile, this campaign has made a huge impact on brand with massive scale and astonishing brand story film.

The Brief

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 daughter who misses her father because he has to be away from home to work in space.

Describe the success of the promotion with both client and consumer including some quantifiable results

The message on the desert was approved by Guinness World Records as the largest tire track image with a size of 5.55 km² which is almost twice the size of Central Park, NYC. The creative went viral on YouTube reaching 70 million views. On the day of the launch, "A Message to Space" was the most watched video of the day in US and was chosen as the most watched Ads on YouTube in April. In addition, hundreds of news media around the world, including major media companies such as Times, People, Forbes wrote articles on the campaign.

Explain why the method of promotion was most relevant to the product or service

To demonstrate how automobiles can go beyond simply connecting physical distances and connect people emotionally closer, a campaign was implemented on Delamar Dry Lake, Nevada. Stephanie, 11 year old, wrote a love message to her dad working in space as an astronaut. The message was replicated using GPS mapping. As GPS coordinates were plotted across Delamar Dry Lake, 11 Hyundai Genesis drove through the coordinates creating huge message twice the size of Central Park, NYC (5.5km²). It took months of preparation and two entire days to complete to create the message on a dry lake bed. The entire process was filmed and developed into a viral video gaining more than 70 million views on YouTube.

Credits

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