Wayne Gerdes - CleanMPG - April 18, 2015
Hyundai – New Thinking, New Possibilities put into practice.
Earlier this week Hyundai created something that is quite literally out of this world. From the release, Hyundai used the brand’s ‘New Thinking’ approach to connect a family from a distance that set a Guinness World Record in the process. When the daughter of an astronaut on the International Space Station (ISS) had a special hand-written letter to send to her father, Hyundai found an ‘out of the world’ way to share her message.
This is the coolest thing since the Tundra pulling the Space Shuttle across the 405 on its way to the California Science Center a few years ago. It is also worth every second to watch!
The campaign, entitled ‘A Message to Space’, revolves around a 13-year-old girl named Stephanie from Houston, Texas whose father is an astronaut and often away on space missions for many months at a time. Hyundai 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 in Nevada as a blank canvas, Hyundai used 11 Genesis cars to write an epic message covering 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 ISS, the astronaut was able to demonstrate the enormous scale of the mission.
Measuring 2.14 square miles, the creation has been officially recognized as ‘the largest tire track image’ ever by Guinness World Records, proving that distance is no obstacle for Hyundai when uniting loved ones.
Scott Noh, Head of Overseas Marketing Group for Hyundai: “Keeping in line with Hyundai’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.”
Experts from Korea, Europe, and the United States were summoned to move the project forward.
To begin, the team had to identify optimal locations based on numerous geographical and meteorological factors. After several visits to various locations, and analyzing global weather data, Delamar Dry Lake in Nevada was selected as the most optimal location.
The whole event proved challenging and required a vehicle with good engine performance, handling, a proven powertrain, and excellent driving stability to cope with the rough surface while creating the message. Perfect synchronization was required to perform the tire track writing, so the team decided that their Hyundai Genesis was a great automobile to write the message.
The Message
To view the ‘A Message to Space’ video production details...
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.
A message to space
This is beyond totally awesome and as usual, thank you Hyundai for making it happen!
Why Hyundai Is So Fricken Cool!
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