The Brief
The Hyundai Motor Company wanted to increase consumer engagement and generate awareness of its flagship Hyundai Genesis line on a global scale. They wanted to demonstrate that the Hyundai Genesis is more than simply a vehicle by pushing the boundaries of what a car can do.
Hyundai’s ultimate mission was to: Create an innovative campaign that would appeal to their audience with a larger than life experience to defy all other car campaigns.
The Solution
Hyundai turned to Guinness World Records to extend their brand reach and amplify their message to a global audience. Taking Hyundai’s core objectives, Guinness World Records inaugurated a new record title to fit the scope of the campaign: the Largest tire track image.
With a mission ‘to connect people’ being the central campaign focus, Hyundai certainly delivered! Stephanie, a 13-year-old girl from Texas was asked to write a message to her Astronaut father away at the International Space Station. Hyundai recreated Stephanie’s message in life-size lettering in Delamar Dry Lakes, Nevada, using 11 Hyundai Genesis cars, creating the Largest tire track image which was a record 5,556,411.86 m 2 - nearly twice the size of New York City’s Central Park.
The attempt perfectly showcased the vehicle’s stability in coping with the rough surfaces and was perfectly positioned for Stephanie’s Dad to see as the International Space Station passed over Earth.
Post-record attempt, the achievement received incredible PR coverage after Hyundai posted a video of the behind-the-scenes look at the attempt on its website, YouTube and other websites.
On top of its internet popularity, Hyundai's campaign has been recognised by the creative industry with a Clio Award, four bronze honours at the Cannes Lions and the Third Prize Award in the ‘Film: Use of Medium’ category at the 2015 New York Festivals World’s Best Advertising awards.
