Brief Explanation

Since automobile was invented 130 years age, automobile industry has been developed continuously. The future of the automobiles which Hyundai envisions makes possible for people to go anywhere, at any time. The year 2016 was the centennial year of the legendary ‘Endurance Expedition’ led by a historical polar explorer Sir Ernest Shackleton, and with special meaning, we wanted to fulfill his dream to cross the Antarctic. Shackleton embarked on a journey to fulfill the dream of crossing the Antarctic a hundred years ago, but failed because his ship was destroyed. Hyundai, together with the descendants of Ernest Shackleton and his 27 crew members, reached the dream destination of a hundred years ago. By bringing back Shackleton’s great leadership and the spirit of self-sacrifice which valued safe returns of his crew members above all else, we could deliver Hyundai Motor’s corporate philosophy of “Together for a Better Future” to the people around the globe. This project was 2 years long from preparation to launching. ‘Shackleton’s Return’ campaign tells a story completed the great explorer’s 100 years-old-challenge and created an incredible interaction with customers based on various digital contents above a viral film. We found the descendants of the 27 original crew members in 10 months. We build expedition team including Shackleton’s great grandson ‘Patrick.’ The expedition team was participated in Iceland training before Antarctica. Also, we have to modify of the Santa Fe (replacement of the fuel tank, 38 inch tire, modification of portal gear) and Engraved the messages on the vehicle to signify that the original crew members and their descendants are on board. 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. ‘Shackleton’s Return’ made 38.5 Million Youtube views in two weeks after the launch, and got dramatic reaction from customers. After 6 weeks, it is only automobile campaign achieved 100M. Moreover, Hyundai earned the title ‘Hyundai Santa Fe acrossed Antarctica as Passenger car at the first time.’ Additionally, the campaign made 2.2M social engagement with consumers.