Hyundai: A Message To Space

Credits & Description:

Client: HYUNDAI MOTOR COMPANY
Product: HYUNDAI MOTOR COMPANY
Product/Service: HYUNDAI MOTOR COMPANY
Advertising Agency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production Company: PLANIT PRODUCTION Seoul, SOUTH KOREA
Executive Creative Director: Kiyoung Kim (INNOCEAN Worldwide)
Creative Director: Gunny Park (INNOCEAN Worldwide)
Art Director: Youngill Jang (INNOCEAN Worldwide)
Copywriter: Jaeshik Seo (INNOCEAN Worldwide)
Art Director: Yonghee Kim (INNOCEAN Worldwide)
Copywriter: Mijin Lee (INNOCEAN Worldwide)
Art Director: Seoyeon Cho (INNOCEAN Worldwide)
Sr. Account Director: Jongpil Kim (INNOCEAN Worldwide)
Sr. Account Director: Junghwan Kim (INNOCEAN Worldwide)
Account Director: Eunjung Ahn (INNOCEAN Worldwide)
Sr. Account Manager: Chandler Kim (INNOCEAN Worldwide)
Account Manager: Euisung Ha (INNOCEAN Worldwide)
Account Executive: Jeehye Ryu (INNOCEAN Worldwide)
Account Executive: Jeeyoun Roh (INNOCEAN Worldwide)
Media Director: Minhee Kang (INNOCEAN Worldwide)
Media Planner: Haksoo Kim (INNOCEAN Worldwide)
Media Planner: Sungho Han (INNOCEAN Worldwide)
Production Manager: Juhee Kim (INNOCEAN Worldwide)
Executive Producer: Hojun Roh (Planit Production)
Film Director: John S. Park (Addict Films)
Describe the brief from the client:
This campaign is a real story of a family with a daughter who misses her father away from home for a long time because he has to work in space. She wrote a letter for her dad but there is no way she can directly send this letter to him. Hyundai wanted to help this girl by recreating the girl's hand-written message on Earth in a size big enough to be seen from her astronaut father in space.
Creative Execution:
Hyundai believes in “New Thinking and New Possibility” to innovate to connect people beyond physical distances. The creative focused on authenticity and impressive scale in order to prove that Hyundai, as one of world’s leading brand, can push boundaries to emotionally move consumers. It took months of preparation to find the ideal place to deliver the message to space as we had to consider the orbital route of the International Space Station, weather and desert ground conditions for tire track markings. It took three days to map out the daughter’s handwriting using GPS mapping. 11 Hyundai Genesis synchronized to draw the message using GPS navigation to finally recreate the message on Earth. Satellites were incorporated to capture the image from space. 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.
Describe the creative solution to the brief/objective.
The target audience was global new and existing customers as the goal was to connect with consumers emotionally – be associated as innovative and caring brand. This campaign connected our key target – family (an astronaut father and daughter) by recreating the daughter's message on Earth with 11 Hyundai Genesis which can be seen from space. We targeted the larger audience by making the whole process into a film and distributing it online.
Describe the results in as much detail as possible.
[YouTube]
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 [Campaign site] Total Page views: 1,400,000+ Number of event participants: 90,000+