To promote its new 2015 Genesis model, Hyundai launched a campaign called “A Message to Space” that embodies the brand’s cutting edge technology and innovative way of thinking.
The campaign’s core activation was a video showing how Hyundai helped 13-year-old Stephanie create a message that would be visible to her astronaut father on the International Space Station. A team of eleven Genesis cars worked together to replicate Stephanie’s hand-written message onto Nevada’s Delamar Dry Lake with tire tracks. The message covered over two square miles and was dubbed “the largest tire track image,” earning its place in the Guinness World Records® 2015. To extend the campaign digitally and further connect with a broader spectrum of individuals, Hyundai launched a webpage where anyone can create unique space messages online, which users can then share among friends using #AMessagetoSpace. By challenging the conventional and thinking outside the box, Hyundai was successful in creating a memorable experience to promote its new 2015 Genesis vehicle, while also establishing a connection with people on a deeper, more emotional level.