The target audience was global new and existing customers as the goal was to connect with consumers emotionally – be associated as innovative and caring brand rather than “value for money” car manufacturer. This campaign connected our key target – family (an astronaut father and daughter) by recreating the daughter's message on earth with 11 Hyundai Genesis which can be seen from space. We targeted the larger audience by making the whole process into a film and distributing it online.

This campaign is a real story of a family with a daughter who misses her father away from home for a long time because he has to work in space. She wrote a letter for her dad but there is no way she can directly send this letter to him. Hyundai wanted to help this girl by recreating the girl's hand-written message on Earth in a size big enough to be seen from her astronaut father in space.

Hyundai believes in “New Thinking and New Possibility” to innovate to connect people beyond physical distances. The creative focused on authenticity and impressive scale in order to prove that Hyundai as one of world’s leading brand can push boundaries to emotionally move consumers. It took months of preparation to find the ideal place to deliver the message to space as we had to consider the orbital route of the International Space Station, weather and desert ground conditions for tire track markings. It took three days prior to the day ISS passed the message, to map out the daughter’s handwriting using GPS mapping. 11 Hyundai Genesis synchronized to draw the message using GPS navigation to finally recreate the message on Earth. Satellites were incorporated to test if the message could be seen in space. The message on the desert was approved by Guinness World’s Records as largest tire track image with a size of 5.55 km² which is almost twice the size of Central Park, NYC.

The message on the desert was approved by Guinness World’s Records as largest tire track image with a size of 5.55 km² which is almost twice the size of Central Park, NYC. This played a big role in adding credibility and viral value to the campaign.

Since the launch of video on April 9th, it went viral reaching 60 million views. Hundreds of news media wrote articles on the campaign including some of the major media companies such as Times, People, Forbes, Mirror etc..

“A Message to Space” was the most watched video of the day in US on April 18th, also topped Weekly viral video from Automotive News and Unruly Global Ads Chart’s SNS share rate. Lastly it placed #1 from 'Top 10 Most Watched Ads on YouTube' in April by the Google Ad Leaderboard. Surprisingly it gained more views than views from the rest of top 10 viral videos combined.

How can we deliver the true heart of a daughter who misses her father away from home? There are many ways we can communicate with people with technical tools. However, inevitably it cuts down to the human touch with the sense of reality and vitality. We wanted to demonstrate a primeval way to connect this girl with her father directly. We recreated her hand-written message on Earth big enough that her father could see directly from space. It is a very simple and one-dimensional way of thinking and yet it resulted in an innovative way to touch people's hearts all over the world.