by REERA YOO | @reeraboo
editor@charactermedia.com
Hyundai recently launched a clever marketing campaign entitled, “A Message to Space,” which helped a 13-year-old girl from Houston write a special hand-written message to her astronaut father aboard the International Space Station.
Using Nevada’s Delamar Dry Lake as a blank canvas, Hyundai dispatched 11 Genesis sedans to carve the message “Steph [hearts] you” into the ground by using their tire tracks to create giant lettering that’s big enough to be read from space.
Hyundai notes that the size of the message is larger than one and a half Central Parks. Measuring 5.55 sq kms, the message is so big that the Guinness World Records officially recognized it as “the largest tire track image” in the world.
After capturing a photo of his daughter’s message from the space station, the astronaut thanked his daughter in a video call.
Scott Noh, the head of Overseas Marketing Group, said in a press release, “The campaign highlights our philosophy of caring for customers through emotional interaction and becoming a brand beyond simply a means of transportation.”
Hyundai did not disclose which astronaut was the recipient of the message, but you have to admit, it’s a pretty cool trick.
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