OUTSIDE ACADEMY

INNOCEAN USA, Huntington Beach / HYUNDAI / 2022

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Overview

Credits

Overview

Why is this work relevant for Media?

The COVID-19 pandemic forced school closures and instantly changed the education landscape for millions of students across the country. Creating new challenges in education and new challenges for brands to connect with their customers. So, as parents became teachers and living rooms became the classroom, Hyundai and National Geographic took distance learning on the road and created a new media destination inside America’s national parks. This partnership with National Geographic brought to life innovative augmented reality educational experiences on an accessible social media application, Instagram, to help families turn uncertainty into an educational adventure.

Background

The COVID-19 pandemic forced school closures and instantly changed the education landscape for millions of students across the country. So, as parents became teachers and living rooms became the classroom, Hyundai and National Geographic took distance learning on the road. Transforming the family road trip into an immersive, living classroom that empowered learning through contextual AR lessons. As families were on a journey to reimagine education, Hyundai and National Geographic evolved the classroom to bring learning to life.

Describe the creative idea / insights

For years students have learned about the world in classrooms. But Outside Academy turns the real world into a classroom by transforming the time families spend together into an educational journey. Giving families both the freedom and opportunity to learn through real experience. Utilizing Instagram’s native AR technology, we turned the social media platform into an educational platform. By combining real-world target images, present throughout national parks, with Instagram's image/facial recognition capabilities we created contextual Augmented reality lessons. When scanned these installations brought to life lessons in History, geology, conservation, and native wildlife, and highlighted Hyundai’s role in protecting these treasured spaces for generations in a way that has never been done before. If visiting a park was out of reach, tap-to-place wildlife and immersive 360 video transported viewers to the park and empowered real-world learning in a safe and immersive way.

Describe the strategy

In 2021, 56 million students across the U.S. were thrown into remote learning. Almost overnight, both parents and students were re-learning how to learn. As a brand dedicated to creating vehicles and technology that improve family life, we saw an opportunity to help. Our family-focused target with 1-2 kids in their household, expects intuitive technology to empower their journey and make their lives easier and remote learning was anything but intuitive. We partnered with National Geographic, the leader in educational content and media, to develop the technology, ensure the content’s academic accuracy, and place Hyundai’s commitment to conservation front and center. We set out to make the world's most engaging free educational resource embedded into social media and further prove Hyundai is a leader in innovation.

Describe the execution

Outside Academy rolled out over the summer '21 and turned Instagram's native filter technology, Spark AR, into an AR educational tool kit. We combined Instagram’s plane tracker to recognize objects, the phone's accelerometer to immerse users in the content, and combined the user's location allowing us to transform national park signage into our own purpose-built media inside national parks; a place where you're not allowed to run advertising. Partnering with NatGeo, not only did we ensure educational accuracy, but augmented reality seamlessly became an element within a larger educational story. lessons covered core subjects turning these select national parks into interactive field trips. Each park aligned with one of Hyundai’s EVs highlighting Hyundai’s commitment to conservation, protection, and technology. A digital hub provided educational content, 360 videos, and immersive tap-to-place wildlife filters and transported students to the parks they couldn't attend in person.

List the results

36,842,705 Instagram Impressions (99% above goal!)

3,255,216 Facebook Impressions (158% above goal!)

723,019 Twitter Impressions (1507% above goal!)

6,409,806 AR Opens

11,710,352 Total ROS Impressions

+804% Daily conversion volume

+111% Increase in Cross-channel content interactions

60.9MM Estimated Readership (across three months)

Twitter 289% higher than Hyundai’s daily Twitter fan growth in May

Hyundai’s Digital Audience Rating +113% higher than the average

+112% higher average daily cross-channel video views compared to the month of May YOY

+27% more comments than the average

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