The 9’58 Biography
Plastic pollution is reaching alarming levels.
Hyundai works to make its vehicles more environmentally friendly, so we created Ecoparking.
At a beach car park, located in a tourist destination, we installed a special device where parking time was paid for by recycling plastic containers.
This action in a public space raised awareness about caring for and respecting our beaches and oceans.
In a matter of days, in a single car park, we managed to recycle the amount of plastic waste produced by 25 people annually. In a country with 7,268 km of coastline, just imagine what we could achieve.
The Objective/ the brief:
Raise awareness for the launch of the new 100% Electric Hyundai KONA.
Reinforce brand values associated with ecology and respect for the environment.
Strive for greater social relevance with an initiative that not only raises awareness but also has a positive impact on society.
Solution and cultural context:
We chose a car park with exposure to plastics as a result of the overcrowding which normally occurs in the summer season, in the town of Sanxenxo (Spain); a car park where parking time was paid for with plastic containers.
We pulled together a special coordination team at the event to provide assistance and information to car park customers on-site.
We ensured the presence of the 100% electric Hyundai model.
We produced an audio-visual piece for digital broadcast communicating the initiative.
Insights and results:
At a beach car park located in the tourist destination of Sanxenxo (Spain), we installed a special device where parking time was paid by recycling plastic containers.
This action in a public space got users to actively engage with the brand through a dynamic based on care, respect and raising awareness about the seriousness of the situation and the urgent need to provide solutions.
Proof of eligibility:
Car park with 100% occupancy, 10 hours a day.
Thanks to the excellent reception of the initiative, we managed to demonstrate that a car park like this can collect the plastic waste equivalent to the amount produced by 25 people in a year. In a country with 7,268 km of coastline, just imagine what we could achieve.
Campaign video views: 1.8M
PR: 15M OTS and 60 media outlets picked up the story, + €200,000 in earned media value.
Qualitative: social recognition and relevance of Hyundai
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