Hyundai Uses 11 Cars to Write ‘Largest Tire Track Message’ to an Astronaut

​Hyundai teamed up with a 13-year-old girl to create giant message for her astronaut father.

Hyundai Motor has decided to draw attention of its potential customers by touching their hearts emotionally.

The popular carmaker has launched a campaign titled ‘A Message to Space’ which revolved around a 13-year old teen and her wish to connect with her astronaut father, who is often away for missions in space.

The company choosed a creative way of delivering the message by writing it in giant lettering, big enough to be read from space.

To make this concept come real, Hyundai invited experts from Korea, Europe, and the United States.

Firstly, the team identified optimal locations based on numerous geographical and meteorological factors. After several expeditions to various locations, and analyzing global weather data, Delamar Dry Lake in Nevada was selected as the most optimal destination.

The carmaker dispatched its 11 Genesis vehicles to write this message covering an area more than one and a half times that of New York City’s Central Park.

This creation which measured 5.5 sq mt has been officially recognised as ‘the largest tyre track image’ ever by Guinness World Records.

Describing the brand’s philosophy of caring for its customers, Scott Noh, Head of Overseas Marketing Group, Hyundai Motor Company, said, “Keeping in line with Hyundai Motor’s corporate vision of being a ‘lifetime partner in automobiles and beyond’, the campaign highlights our philosophy of caring for customers through emotional interaction and becoming a brand beyond simply a means of transportation. Although, sending a message to space with our Genesis cars was not an easy challenge, it enabled us to demonstrate our caring vision to our customers.”

Previously the popular carmaker had tried to establish an emotional connect with its customers by launching a campaign which had a similar concept.

The storyline of the campaign depicted a child’s yearning for his mother while she was away from home on a project. The TVC aimed at showcasing how a Hyundai car played a strong role in uniting the Indian family back together.

“The whole event proved challenging and required a vehicle with outstanding engine performance, precise handling, a proven powertrain, and excellent driving stability to cope with the rough surface while creating the elaborate message. Perfect synchronization was required to perform the tire track writing, so the team decided that the Hyundai Genesis was the ideal automobile for the challenge,” described the move The Auto Channel.

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