Hyundai Motor has earned a lot of respect and accolade in the global automotive market by delivering cars laden with modern technology. Moving a step ahead, the brand has used the ‘New Thinking’ approach to connect the most distant of families, while also setting a novel world record in the process. To cheer-up Stephanie, daughter of an astronaut on the International Space Station, Hyundai Motor has helped in a unique way by sending a special hand-written letter to her father, wherein the medium used is truly ‘out of this world’ way to share her message. Hyundai playing its part as a good Samaritan is also helping people around 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. The initiative also features interviews and behind the scenes footage of how the Nevada image took shape.
The most recently launched campaign, entitled ‘A Message to Space’, revolves around a 13-year-old girl from Houston, Texas whose father is an astronaut and often away on space missions for many months at a time. The Korean automaker conceived an innovative 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. For this, Hyundai used the Delamar Dry Lake, Nevada, US as a blank canvas, where it dispatched 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.
The astronaut was indeed pleased and was able to demonstrate the enormous scale of the mission post capturing the message from his daughter Stephanie, from the International Space Station. Measuring about 5.55 kms, the creation has been officially recognized as ‘the largest tire track image’ ever by Guinness World Records, that goes on to prove that distance is no obstacle for Hyundai when it comes to uniting the loved ones.
Speaking more on brand's initiative for 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.”
The ambitious project was made a reality owing to efforts being put-in by experts from Korea, Europe, and the United States. To begin with, the team first identified optimal locations based on numerous geographical and meteorological factors. After several expeditions to various locations, and analyzing global weather data, Delamar Dry Lake in Nevada was selected as the most optimal destination. The whole event proved challenging and required a vehicle with outstanding engine performance, precise handling, a proven powertrain, and excellent driving stability to cope with the rough surface while creating the elaborate message. Perfect synchronization was required to perform the tire track writing, so the team decided that the Hyundai Genesis was the ideal automobile for the challenge. The one of kind initiative is indeed worth a watch!
