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The KONA 10
Driving with Volcanoes Challenge.
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Challenge

To develop an awe-inspiring and creative brand experience, aligned to the values of the new KONA SUV from Hyundai.  

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Creative

Inspired by the Kona volcanic region in Hawaii, we created a new thrill seeking activity; Driving with Volcanoes. And in staging the world’s first-ever KONA 10 Challenge to drive 10 UK volcanoes in 72 hours, the brand firmly established it's innovation and adventure credentials. 

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Execution

We launched the challenge with an exclusive media experience on the side of Mt Snowden, involving a press briefing with historian Dr Michael Scott and influencer Sophie Radcliffe. Sophie then went on to drive all 10 UK volcanic landscapes in a KONA. In just 72 hours!

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Influence

117 pieces of coverage.

10 national.  

broadcast pieces, including LBC London, heard by 1.4m. 

43 pieces of regional coverage.

14 social and influencer pieces.

1 very tired Sophie.