Hyundai Motor’s ‘New Thinking’ sends special message to space

April 14,2015

Hyundai Motor has used the brand’s “New Thinking” approach to connect the most distant of families, setting a novel world record in the process. When the daughter of an astronaut in the International Space Station had a special handwritten letter to send to her father, Hyundai Motor found an “out of this world” way to share her message.

The newly launched campaign, entitled “A Message to Space,” revolves around a 13-year-old girl from Houston, Texas, whose father is an astronaut and who is often away on space missions for many months at a time.

Hyundai Motor conceived of a way for her to stay in touch with her father while he is gone by writing a personal message in giant lettering, big enough to be read from space.

Using the Delamar Dry Lake, Nevada, as a blank canvas, Hyundai Motor dispatched 11 Genesis cars to write an epic message covering an area more than one-and-a-half times that of New York City’s Central Park. Capturing the message from his daughter, Stephanie, from the International Space Station, the astronaut was able to demonstrate the enormous scale of the mission.

Measuring 5.55 square kilometers, the creation has been officially recognized as “the largest tire track image” ever by Guinness World Records, proving that distance is no obstacle for Hyundai when uniting loved ones.

Describing the brand’s philosophy of caring for its customers, Scott Noh, Hyundai Motor Co.’s head of Overseas Marketing Group, said: “Keeping in line with Hyundai Motor’s corporate vision of being a  ‘lifetime partner in automobiles and beyond,’ the campaign highlights our philosophy of caring for customers through emotional interaction and becoming a brand beyond simply a means of transportation. Although sending a message to space with our Genesis cars was not an easy challenge, it enabled us to demonstrate our caring vision to our customers.”

Experts from Korea, Europe and the United States gathered to successfully deliver the ambitious project. First, the team had to identify optimal locations based on numerous geographical and meteorological factors.

After several expeditions to various locations, and analyzing global weather data, Delamar Dry Lake was selected as the most optimal destination.

The whole event proved challenging and required a vehicle with outstanding engine performance, precise handling, a proven powertrain and excellent driving stability to cope with the rough surface while creating the elaborate message.

Perfect synchronization was required to perform the tire track writing, so the team decided that the Hyundai Genesis was the ideal automobile for the challenge.

To view the “A Message to Space” video, visit either the official campaign website www.amessagetospace.com or www.youtube.com/watch?v=3EOAXrTrsOE.

Hyundai is also helping people all over the world to connect with friends or families by creating a virtual message, like Stephanie’s, which can be shared online via the official website, which also features interviews and behind the scenes footage of how the Nevada image took shape.

Disclaimer: The comments uploaded on this site do not necessarily represent or reflect the views of management and owner of Cebudailynews. We reserve the right to exclude comments that we deem to be inconsistent with our editorial standards.