Cannes Lions

PRODUCT IDENTITY / GENESIS

INNOCEAN WORLDWIDE, Seoul / HYUNDAI / 2015

Awards:

1 Shortlisted Cannes Lions
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Film
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Case Film
Case Film
Case Film
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Overview

Entries

Credits

Overview

Description

1. Mission

Genesis has 3 cutting-edge features as the following -

1) Advanced Smart Cruise Control: Maintains a safe distance with the front vehicle

2) Lane Keeping Assist System: Automatically corrects the direction of the vehicle within the lane

3) Autonomous Emergency Braking: Automatically stops the vehicle in danger of collision

How can we make the audience believe these?

2. Idea

We decided to show the technologies through a live situation. No tricks, No CG but capturing the amazement as it is.

Step 1. ASCC makes the 6 Genesis drive in a line after the drivers jump out of the cars.

Step 2. LKAS makes the cars move within the lane without the drivers.

Step 3. With AEB, the cars successfully stop before immediate crash.

3. Execution

Key influencer outreach formed the main part of our seeding strategy and was intended to place the campaign in high-traffic places.

We intended to get blog coverage if the media owners felt that was appropriate and interesting for their audience.

4. Outcome

After a month, many bloggers and fans shared their excitement for the film, which made news for people to talk about.

World-renowned major media channels have covered the news introducing the ‘Empty car convoy’ the ‘hottest new viral film that you shouldn’t miss’. Without any media buying/PR cost, the viral made its own way.

Therefore, we think the PR effect was more enormous than we expected from the beginning.

Execution

* Music

First of all, we thought music can be the finishing stroke for the film.

When the cars are running with danger, without drivers, paradoxically a peaceful waltz music is played.

The music is very famous piece, 'The Blue Danube Waltz' composed by Johann-Strauss II.

The ironic combination of risky movements and calm classical music succeeded to give huge impact by emphasizing Hyundai's safety technologies.

* Key influencer outreach formed the main part of our seeding strategy.

We reached out to the most influential bloggers and online media (incl. social media) and tried to negotiate placements about the video.

Outcome

- 10,000,000+ views on Youtube after 1 month (Release: June 27, 2014).

- Total 12,000,000+ Youtube views (by April 2015)

- 12,400,000+ True reach (3Q 2014 / visiblemeasures.com)

- Worldwide media coverage: Automotive News, Chicago Tribune, Telegraph, CCTV, etc.

0 media buying cost --> Estimated earned media value: $ 15,000,000

Moreover, we had meaningful achievements from the 3rd quarterly Auto branded video report 2014 by Visible Measures.

- Top 5 Auto Campaigns – 3rd (Empty Car Convoy)

- Top 5 Auto Brands – 2nd (Hyundai)

(Q3 2014 Auto Branded Video Report / source: visiblemeasures.com)

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