We realised that 2012 and 2040 are ‘Repeating Years’ wherein each month, week, date and day is identical. So we made a calendar for 2040, and sent it to customers, employees, and associates. The message said ‘Sending you the future a bit in advance’ – which was in line with Hyundai’s brand thought of making futuristic technology available to customers today. The 2040 Calendar as a calendar works perfectly for 2012 and hence its utilitarian function remains unchanged.

Along with adding intrigue and excitement on receiving the calendar, it also adds a certain excitement every time one sees it through the year. And of course in the process it reinforces Hyundai’s commitment to innovation and new thinking.

200,000 calendars were sent out to dealers, employees, associates and people visiting Hyundai Showrooms. Everyone who received it was taken aback and intrigued by the concept. It became a talking point among people wherever the calendar was put up. The calendar received ample attention and achieved what the brief expected it to do.