Why is this work relevant for Brand Experience & Activation?

This campaign started from the thought where carbon neutrality is our brand's responsibility to achieve. But it's also a task given to all of us living in this era. Hyundai has decided to create a new platform to show its support to boost positive social change. Not only voicing out our message, we opened a real time communication platform for GenMZ not only to experience our brand vision but also generate public perception for the clean earth. The campaign resulted in a sharp rise in the brand's eco-friendly image activating young generation to be engaged in our sustainable vision.

Background

• Situation: The brand has been focusing on spreading our sustainable vision so far. This year, we've been decided to showcase the promising alternative energy, Hydrogen. As we've done for the past few years, on the World Environment Day, we celebrate the global momentum by highlight proactive attitudes and actions of Millennials' and Gen Z(MZ) on climate change. • Brief: Over the past few years, clean mobility has become a hot topic for every car manufacturer. We can’t turn back the clock, but we can pave the way to a greener and more climate friendly future. One way we’re making this happen was by pioneering a hydrogen-powered future. And we wanted everyone to be a part of it. • Objectives: Not only voicing out our message but also let GenMZ to engage the world's urgency through brand communication platform, to build a solidarity on earth's sustainability with global citizens.

Describe the creative idea (20% of vote)

We have felt over the past century that older generations' communication methods, such as delivering unilateral lessons to young generations, do not stimulate them. So, we approach to the GenMZ in their communication way, who can step toward together with our brand to urge practical action. Hyundai, steadily supporting those who raise awareness about the importance of environmental conservation/the green movement, has attempted to create something completely new to mark 2021 World Environmental Day. Taking a light approach on green hydrogen energy, We chose to speak through short form videos, a format that’s much more familiar to younger audiences And to make a heavy topic less serious and heavy, we developed a new form called "Shortform Documentary."

Describe the strategy (20% of vote)

• Target audience: The younger generation who is known to be very vocal about environmental issues. We consider the GenMZ our key communication target who can step toward together with our brand to urge practical action. • Approach: Informative content is largely consumed today, we chose to create a 'short documentary' about hydrogen - a completely new format of communication for the brand. The film featured BTS, a worldwide artist known for their positive influence for sustainabilty, and real eco-conscious MZ influencers around the world. We celebrated on World Environment Day with live-streaming premiere of short form hydrogen documentary and create a real time chat across world wide young generation.

Describe the execution (30% of vote)

Just few days before the World’s Environment Day, trailers were released raising expectation. Digital World Premiere is held on YouTube to create a communication platform that amplify the voices of consumers around the world, forming in-person contact points through the global landmark London Piccadilly OOH, and using social media platforms to communicate using their language and to amplify their voices to create a sustainable future. The campaign message has continued to spread out (and has hit a wider audience) through TVC, Offline touchpoints using Piccadilly Domination, and digital ads played during BTS' online concert. Along with global ambassador BTS, which represents MZ, we produced a familiar short documentary that deals with the theme of hydrogen energy that targets feel low and released it as World Premier.

List the results (30% of vote)

• Response rate - Live-streaming concurrent viewers: 11,715,374 - Real-time chats: +18,000 - Digital engagement(social media): 31,847,107 - Viewing time: 10 times longer than average car lauch World Premeire • Impression - Related search terms of Hyundai&Hydrogen: 200% increased • Change in awareness - Emotional Response based on social media : 38.3K mentions → 406.3K mentions with positive words