In 2019 Hyundai created VIVe, the first 100% rural 100% electric car sharing service. A creative idea that evolved into a real service.

In 2022 after the hiatus due to the pandemic, Hyundai decided to relaunch this service created entirely for small towns. The problem of the so-called ‘Empty Spain’ persisted, with an ever-increasing rural exodus and fewer services and infrastructure in rural areas.

In a growing competitive market with all brands opting for eco-friendly models, and with the general perception of the vehicle industry as a major polluter and cause behind climate change, Hyundai needed to go one step.

VIVe is Hyundai's 100% electric and 100% rural car sharing service. It was created in 2019 so that Campisábalos, the town with the cleanest air in Spain, could become the cleanest in the world.

In 2022, we reaffirmed our commitment to the Empty Spain. We went to the smallest town in the country: Illán de Vacas, a village with only 4 inhabitants which dreamed of becoming bigger. The problem? Due to an administrative issue they could not register any more people and the authorities were deaf to their demands.

To help them, we installed a car sharing system to allow them to get around. It has a charging station, a booking app, a shared car... And we also helped them make some noise. We organised everything from a demonstration to a signature collection. We even brought in Jesús Calleja, a well-known TV presenter who is strongly committed to rural Spain.

Our target group consists of ‘Progressive Thinkers’: tech enthusiasts who are very environmentally conscious and sensitive to local social issues such as the Empty Spain.

All the communication by car brands targets urban audiences, but Hyundai has always advocated that mobility should be accessible to everyone, even small towns. That’s why we decided to go against the flow and create a service uniquely for rural Spain, a segment of Spanish society with very specific and little-heard problems. First of all, VIVe provided a solution to the mobility obstacles in small towns by creating the first rural car sharing system. In 2022, we reaffirmed our commitment to help them with another of their main concerns: depopulation.

Illán de Vacas has many proposals to attract residents, but it faces the difficulty of being unable to register new inhabitants. That’s why we decided to give them a hand.

VIVe is an electric rural car sharing service that includes a shared car, charging points, a booking app, vehicle maintenance and so on...

Ever since it started in 2019, it has continued to expand. The intention was always for it to be a long-term initiative. In 2022, we launched WE ARE BIG: a communication campaign that took us to the smallest town in Spain. Why? To prove that VIVe is viable even in the least populated region with the worst infrastructure in the country.

It was a way of showing that VIVe is a highly replicable and scalable model. In fact, since its inception, 62 municipalities have requested its installation.

The campaign featured a spot and several audio-visual pills. It was also amplified through social and digital media, PR…

Since the campaign launch, the car sharing service has been in high demand in rural Spain. Agreements have already been signed with 62 municipalities for its installation and we have 2,167 registered users.

In addition, VIVe has become a great way for people to test drive Hyundai’s electric models. Of the 5,800 test drives carried out by the brand during the year, 72% were under the car sharing service. As a result, the model used (Hyundai Kona) has tripled its sales since the launch of the service.

Its media impact has also been noteworthy:

Reach: 13,240,000

Total views: 12,771,747

Impressions: 21,593,957

Interactions: 4,646,115

PR value: 1,396,478

In terms of brand perception, we have improved in areas such as ecological commitment, modernity, progress and technological advancement.

Most importantly, different media came to the town to raise awareness of their problem, helping them to get closer to solving it.