SHACKLETON'S RETURN

Bronze Spike

Case Film

Presentation Image

TitleSHACKLETON'S RETURN
ClientHYUNDAI MOTOR
Product / ServiceHYUNDAI MOTOR BRAND CAMPAIGN
CategoryC03. Use of Social Platforms
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production PLANIT PRODUCTION Seoul, SOUTH KOREA
Production 2 EDITIN Seoul, SOUTH KOREA
Production 3 VIXEN STUDIO Seoul, SOUTH KOREA
Production 4 ASAP Seoul, SOUTH KOREA
Production 5 LOVE AND MONEY Seoul, SOUTH KOREA

The Campaign

To commemorate the centennial of 'The Endurance Expedition,' Hyundai Motor planned on creating an all on-location filmed, pure documentary of the trans-Antarctic expedition with Patrick Bergel, the great-grandson of Sir Ernest Shackleton. Two years of preparation period for the expedition included modification of a commercial SUV, Santa Fe, for the appropriate adaptation in the arctic environment, and the conditioning training of Patrick and the teammates to prepare themselves for the arctic environment. To commemorate the expedition of a hundred years ago, the names of Ernest Shackleton and his 27 crew members, along with the messages from their descendants were engraved on the surface of Santa Fe, the automobile that crossed the Antarctic in this expedition. And finally, in December 2017, Patrick and Santa Fe successfully completed the traverse of the Antarctic in thirty days with total travel distance of 5,800 km, completing the unfulfilled dream from a hundred years ago.

Creative Execution

1. Preparation - Found the descendants of the 27 original crew members in 10 months - Modification of the Santa Fe (replacement of the fuel tank, 38 inch tire, modification of portal gear) - Engraved the messages on the vehicle to signify that the original crewmembers and their descendants are on board 2. The execution - Successful traverse of Antarctica,5,800km in 30 days. ('16 .12. 04 ~ '17 .1. 02) - Pre-Launching: ‘Shackleton's Diary’ telling ‘Endurance Expedition’ with ‘Eleni Kalokoti’ - Launching Event in London, UK (April 19th 2017). - Campaign Launch: ‘Main Film’, 'Descendants Interview', and 'Dedicated to Shackleton' film are released on Youtube. The campaign site includes more detailed information such as vehicle modification and Shackleton. - After-Launch: ‘Patrick’s Diary’ by the great-grandson telling his expedition. - Additional: decided to donate the vehicle to the Antarctic Base for research. Hyundai UK will be promoting ‘Special Edition’

Results

- The first crossing of Antarctica by passenger car (5,800km in 30 days) - The only automobile marketing campaign to achieve 100M YouTube views globally in 6 weeks - “Top1 on Viral Video Chart”- AdAge - “The Top-watched video this week” for 7 weeks – Automotive News - Earned global media coverage on the campaign/expedition in about 40 countries - Gained 13,500 followers on Social campaign account in a week after the pre-launch (Facebook 8,500 Follows, Instagram 5,000 Followers) - Gained 2.3 million visitors with more than 200% page views on website (4.83 million) without banner advertisement for landing

To approach the younger audiences and non-European audiences who were relatively less familiar with Ernest Shackleton’s stories, we published eighteen independent contents with illustrations for ‘Shackleton’s Diary’ prior to the launching of the campaign. As a result, we have created incredible engagement with the consumers without any brand exposure and advertisement spending. Furthermore, we succeeded in gaining consumer support for the sincerity of the campaign. We have published ‘Patrick’s Diary,’ which was consisted of the true expedition log of Shackleton’s great-grandson Patrick, the interview films of the descendants, and ‘Dedicated to Shackleton’, the film exclusively created in honor of Shackleton.

There are three strategic points which Hyundai Motor has planned for this campaign. First, Shackleton's leadership parallels Hyundai Motor’s core philosophy of 'Together for a Better Future,' which value customers above all else. Second strategic point of the campaign is to show Hyundai Motor’s vision that the car of the future should make possible for people to go anywhere, at any time. Third strategic point is to demonstrate Hyundai Motor’s outstanding technology. As the sincerity is the most important factor for the three points above, we wanted to emphasize on the historical figure Shackleton, and created a documentary film with all on-location shootings in Antarctica. During the preparation, the campaign was crafted through an in-depth research which included multiple consultations with related organizations, and interviews with the descendants of the crewmembers. We have recreated and provided the contents on all digital platforms to shed a new light on his story.

Credits

Name Company Position
Kim, Jung-A Innocean Worldwide Executive Creative Director
Kim, Bae Seong Innocean Worldwide Agency Producer
Lee, Junkyu Innocean Worldwide Copywriter
Kim, Jong Pil Innocean Worldwide Chief of Campaign Director
Kim, Jung Hwan Innocean Worldwide Executive Campaign Director
Seok, Ayoung Innocean Worldwide Campaign Director
Hwang, Young Ho Innocean Worldwide Art Director
Park, Sangkwon Innocean Worldwide Art Director
New, Summer Innocean Worldwide Copywriter
Park, Eunjoo Innocean Worldwide Copywriter
Kim, Jin Innocean Worldwide Campaign planner
Kil, A Rum Innocean Worldwide Campaign planner
Lee, Sun Jun Innocean Worldwide Campaign planner
Shim, Eun Jung Innocean Worldwide Media Director
Lee, Jung Eun Innocean Worldwide Media Planner
Park, Kyunghee Innocean Worldwide Media Planner
Ko, Han Ki LOVE&MONEY Film Director
Jung, Sung Won Planit Executive Producer
Nam, Yoon Seok Keystone Producer
Lippstock Torsten - Director of Photography
Go, MinJu Innocean Worldwide Art Director
Rhee, Seung Ha Innocean Worldwide Copywriter
Choi, Moon Hee Innocean Worldwide Campaign planner
Choi, Ha Been Innocean Worldwide Campaign planner
Jang, Mok Cheon Innocean Worldwide Assiant Director
You, Se Jin Editin Editor
Park, Ji In vixen 2D Supervisor
Cho, Won Hee ASAP Sound Supervisor
Tommy Lee Keystone Producer
Seidl Alex - 1st Assistant Camera
Links
Website URL