The KONA 10
Driving with Volcanoes Challenge.
To develop an awe-inspiring and creative brand experience, aligned to the values of the new KONA SUV from Hyundai.
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.
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!
117 pieces of coverage.
3 broadcast pieces, including LBC London, heard by 1.4m.
43 pieces of regional coverage.
14 social and influencer pieces.
1 very tired Sophie.