Hyundai Motor sends a message to space

The auto major uses 'New Thinking' to send a special message to space, creating a 5.5 sq km image in Nevada desert that could be seen from the International Space Station

BestMediaInfo Bureau | Delhi | April 20, 2015

Click on the image to watch the Video.

Hyundai Motor has used the brand's 'New Thinking' approach to connect the most distant of families, setting a Guinness World Record in the process. When the daughter of an astronaut on the International Space Station (ISS) had a special hand-written letter to send to her father, Hyundai Motor found an 'out of this world' way to share her message.

The campaign, entitled 'A Message to Space', revolves around a 13-year-old girl from Houston, Texas, Stephanie, whose father is an astronaut and 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, US as a blank canvas, Hyundai Motor dispatched 11 Genesis cars to write an epic message – 'Steph lives you – which covers an area more than one and a half times that of New York City's Central Park. Capturing the message from his daughter from the International Space Station, the astronaut, Terry W Virts, was able to demonstrate the enormous scale of the mission.

Measuring 5.55 sq km, the creation has been officially recognised as 'the largest tyre track image' ever by Guinness World Records.

Describing the brand's philosophy of caring for its customers,Scott Noh, Head of Overseas Marketing Group, Hyundai Motor Company, 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 US gathered to successfully deliver the ambitious project. Firstly, the team had to identify optimal locations based on numerous geographical and meteorological factors. After several expeditions to various locations, and analysing global weather data, Delamar Dry Lake in Nevada was selected as the most optimal destination.

The whole event proved challenging and required perfect synchronisation to perform the tyre track writing, so the team decided that the Hyundai Genesis was the ideal automobile for the challenge.

Watch the video here:

https://img-cdn.thepublive.com/filters:format(webp)/

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.

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