Hyundai sends a message to space

Hyundai Motor has decided to strike a chord with its customers by touching their hearts emotionally. The carmaker recently launched a campaign titled ‘A Message to Space’ which revolved around a 13-year old girl, Stephanie’s wish to connect with her astronaut father, who is often away for missions in space.

The carmaker conceived of a unique way of delivering this message by writing it in giant lettering, big enough to be read from space. To make this concept come real, the carmaker used the Delamar Dry Lake, Nevada, US as its blank canvas.

The company dispatched 11 Genesis cars to write this message covering an area more than one and a half times that of New York City’s Central Park. This creation which measured 5.5 sq mt has been officially recognised as ‘the largest tyre track image’ ever by Guinness World Records.

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.”

Earlier, too, Hyundai had tried to establish an emotional connect with its customers by launching a campaign which had a similar concept. The storyline of the campaign depicted a child’s yearning for his mother while she was away from home on a project. The TVC aimed at showcasing how a Hyundai car played a strong role in uniting the Indian family back together.