Raise awareness for the launch of the new 100% Electric Hyundai KONA.

Reinforce brand values associated with ecology and respect for the environment.

Strive for greater social relevance with an initiative that not only raises awareness but also has a positive impact on society.

Plastic pollution is reaching alarming levels. Hyundai, a brand that works to make its vehicles more environmentally friendly, devised an initiative to raise awareness and turn this terrible situation around.

At a beach car park located in the tourist destination of Sanxenxo, Pontevedra (Spain), we installed a special device where parking time was paid for by recycling plastic containers.

This action in a public space got users to actively engage with the brand through a dynamic based on care, respect and raising awareness about the seriousness of the situation and the urgent need to provide solutions.

In a matter of days, in a single car park, we managed to recycle the amount of plastic waste produced by 25 people annually. In a country with 7,268 km of coastline, just imagine what we could achieve.

We chose a car park with exposure to plastics as a result of the overcrowding which normally occurs in the summer season, in the town of Sanxenxo, Pontevedra (Spain); a car park where parking time was paid for with plastic containers.

We pulled together a special coordination team at the event to provide assistance and information to car park customers on-site.

We ensured presence of the 100% electric Hyundai model.

We produced an audio-visual piece for digital broadcast communicating the initiative.

We invited local and national media to attend.

We devised a content and brand ambassador strategy reinforcing the environmental values that add legitimacy to the brand’s discourse.

We recycled an existing technology and created a pioneering initiative with an advertising action in a public space that provided a response to the alarming problem of the pollution of our oceans with plastic.

In a beach car park located in the tourist destination of Sanxenxo, Pontevedra (Spain) we installed a special device so that the people who went to the beach could pay for their parking time by recycling plastic containers. We created an audio-visual piece and broadcast it on the brand’s digital channels.

- Car park with 100% occupancy, 10 hours a day.

Thanks to the excellent reception of the initiative, we demonstrated that a car park like this can collect the plastic waste produced by 25 people in a year.

- Reach: 4.6M

- Campaign video views: 1.8M

- PR: 15M OTS and 60 media outlets picked up the story, + €200,000 in earned media value.

- Qualitative: social recognition and relevance of Hyundai.