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Hyundai's new campaign goes viral, sets world record

24-April-2015
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Hyundai's new campaign goes viral, sets world record

Hyundai Motor has used the brand’s ‘New Thinking’ approach to connect the most distant of families, setting a novel world record in the process. The Korean carmaker dispatched 11 Genesis cars to write an epic message covering 5.55 km². The creation has been officially recognized as ‘the largest tire track image’ ever by Guinness World Records.

The campaign

The recently launched campaign, entitled ‘A Message to Space’, revolves around a 13-year-old girl from Houston, Texas whose father is an astronaut and often away on space missions for many months at a time. Hyundai Motor conceived of a way for her to stay in touch with her father while he is gone by writing a personal message in giant lettering, big enough to be read from space.

Using the Delamar Dry Lake, Nevada, US as a blank canvas, the 11 Genesis cars covered an area more than one and a half times that of New York City’s Central Park. Capturing the message from his daughter, Stephanie, from the International Space Station, the astronaut was able to demonstrate the enormous scale of the mission.

Watch the video here:


The video has gone viral, and has been viewed over 41,277,091 times since its release.

Maker Speak

Describing the brand’s philosophy of caring for its customers, Scott Noh, Head of Overseas Marketing Group, Hyundai Motor Company said, “Keeping in line with Hyundai Motor’s corporate vision of being a ‘lifetime partner in automobiles and beyond’, the campaign highlights our philosophy of caring for customers through emotional interaction and becoming a brand beyond simply a means of transportation. Although sending a message to space with our Genesis cars was not an easy challenge, it enabled us to demonstrate our caring vision to our customers.”

According to a company statement, experts from Korea, Europe, and the United States collaborated to deliver the ambitious project. Firstly, the team had to identify optimal locations based on numerous geographical and meteorological factors. After several expeditions to various locations, and analyzing global weather data, Delamar Dry Lake in Nevada was selected as the most optimal destination.

“The whole event proved challenging and required a vehicle with outstanding engine performance, precise handling, a proven powertrain, and excellent driving stability to cope with the rough surface while creating the elaborate message. Perfect synchronization was required to perform the tire track writing, so the team decided that the Hyundai Genesis was the ideal automobile for the challenge.”

The extension

Hyundai is also helping people all over the world to connect with friends or families by creating a virtual message, like Stephanie’s, which can be shared online via the official website, which also features interviews and behind the scenes footage of how the Nevada image took shape.

Strong legacy

This is not the first time Hyundai Worldwide has shown out-of-the-box ideas to promote the brand. With campaigns like “Live Brilliant”, Exobaby and Crash Testing Sonata, the brand has managed to take the legacy a notch higher, and attempt its recent campaign. 

However, besides the Live Brilliant campaign, not much has been done to bring the global “brilliance” to India in terms of ad campaigns.

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