11 Hyundai Genesis Sedans Deliver Girl’s Message To Space
Space may well be the final frontier, but it hasn’t stopped many brands from going there in the name of publicity.
As magical as space is, there needs to be a human element attached in order for these stunts to resonate.
A perfect example of that can be found in what Red Bull did with the Felix Baumgartner space jump stunt.
It also explains why Jose Cuervo’s mixing of a margarita in space missed the mark completely with consumers.
Hyundai Deliver’s A Message
Hyundai are the latest to go the space to go the space route, and this one looks as though it will definitely hit the mark.
The automaker traveled to Houston to track down the 13-year old daughter of an astronaut who spends a great deal of time away from his family.
The stunt that Hyundai pulled off was pretty dramatic, as they used a fleet of Hyundai Genesis sedans to create a massive message in Nevada’s Delamar Dry Lake that can clearly be seen from space.
Making it all the more special was that the message, created using tire tracks, was done in the little girl’s handwriting.
The scale of the message is huge, as it takes up roughly three and a half square miles of dry lake space.
The Guinness Book of World Records have already declared it the largest tire track message ever made. You can find a very cool tie-in over at amessgaetospace.com.
The beauty of the story is lost a little with the marketing message of “Your stories inspire our innovative thinking.”
The Genesis essentially sell themselves with the way they mark out the little girl’s message, and the ad would have been perfect without the tagline.
The fact that the vehicles are able to be driven in such a precise manner to create the message lets you know all you need to about their stability and precision handling.
That, as well as a warm fuzzy feeling, is what consumers will take away from this magnificent stunt.
Scott Noh, head of overseas marketing for Hyundai, made it clear that the ad was not all about the hard sell.
The video is more about the caring vision that Hyundai has with their customers, which is something they show off perfectly here.