To challenge target audiences to look at Hyundai differently - and associate the Korean car company with a more urban, aspirational and challenger attitude.
As well as aligning with their street art advertising campaign and marking their 10th anniversary.
A Streetcar Named Hyundai was a world first initiative to map, drive, photograph and film every street in Central London as defined by the famous cabbie ‘Knowledge’, to create incredible immersive content.
First phase: map it! We successfully persuaded Ordnance Survey to help us map all 6,500 streets.
Second phase: media, influencers, celebrities & staff drove and ‘captured’ every street in Central London with new photo tech we fitted to the car.
Third phase: we showcased the outputs with a stunning 500,000 piece photo mosaic and video that we unveiled at the company’s 10th anniversary (which we also produced for them in the old Talbot car factory in Notting Hill, London).
1 x IX35 Fuel Cell car drove 2,092 miles over 52 days with 48 media and influencers taking 503,919 images, right across London.
144 pieces of coverage, reaching 1.4m.
3k mentions on Twitter, IG and FB.
44k users reached across social.
And one very happy UK President.