2018 Brand Experience & Activation

HYUNDAI PAVILION 2018 PYEONGCHANG WINTER OLYMPICS

Short List
ClientHYUNDAI MOTOR COMPANY
Category C03. Exhibitions / Installations
TitleHYUNDAI PAVILION 2018 PYEONGCHANG WINTER OLYMPICS
Product/ServiceHYUNDAI PAVILION (AUTOMOBILE BRAND EXPERIENCE SPACE)
Entrant HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
Idea Creation HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
Idea Creation 2 ASIF KHAN London, UNITED KINGDOM
Media Placement HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
Media Placement 2 ASIF KHAN London, UNITED KINGDOM
PR HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
Production ASIF KHAN London, UNITED KINGDOM
Credits
Name Company Position
Wonhong Cho Hyundai Motor Company Head of Project
Sungwon Jee Hyundai Motor Company Director
Jumi Kim Hyundai Motor Company Deputy General Manager
Young Jang Hyundai Motor Company Deputy General Manager
Heekyung Kwon Hyundai Motor Company General Manager
Doyoon Kim Hyundai Motor Company General Manager
Minsu Song Hyundai Motor Company Assistant Manager
Yoonhyue Kim Hyundai Motor Company Assistant Manager
Dongchul Cho Hyundai Motor Company Assistant Manager
Cha Kyra Hyundai Motor Company Associate
Yoojin Jang Hyundai Motor Company Associate
Thomas Kyuhyung Han Hyundai Motor Company Managing Director
Jaewook Choi INNOCEAN WORLDWIDE Division Director
Jungsoo Son INNOCEAN WORLDWIDE Deputy General Manager
Dongchan Kim INNOCEAN WORLDWIDE Sr.Account Manager
Yongbo Shim INNOCEAN WORLDWIDE Account Executive
Helia Hyejoo Son INNOCEAN WORLDWIDE Account Executive
Minjee Kim INNOCEAN WORLDWIDE Account Executive
Asif Khan Asif Khan Limited Creative Director
Pete Vaughan Asif Khan Limited Associate Director
Dan Sweeting Asif Khan Limited Project Architect
Freddie Hong Asif Khan Limited Architectural Assistant
Alex Borrell Asif Khan Limited Architectural Assistant
Alexander Wodrich Why do birds Sound Strategy Consulting
Sebastian Waschulewski Why do birds Sound Director
Sebastian Damerius Why do birds Sound Design
Johannes Lehniger Why do birds Sound Design
Holger Schuhmann Why do birds Sound Design

Why is this work relevant for Brand Experience & Activation ?

As a local sponsor for Pyeongchang Olympics in South Korea, Hyundai presented the world’s blackest pavilion, the Universe, to the world stage. As a means to communicate to the audience about its fuel cell technology, the entire pavilion was a series of sensual experiences like a playground for visitors. Within 4 weeks of operation, more than 72,000 visitors from all over the world came to discover what’s behind the dark facades and shared special moments with Hyundai. The Olympics are a great chance to speak to the world, and Coubertin believed in strengthening human connections through shared experience.

Background

Hyundai is the world’s first automobile manufacturer to have pioneered fuel cell electric vehicles. The challenge is how to communicate to the world audience about the technology, conveying something highly technical and scientific to something less unfamiliar and easy to understand.

Describe the creative idea

Hyundai believes future spaces for humans need to be more nature friendly, also to stimulate the senses which we are born with. Bringing the night sky to ground is a way of speaking directly, connecting to deep parts of our minds. The darkest building on earth, the Hyundai Pavilion is to bring the brand vision of future mobility to a physical space-- through the Universe, Water, and Hydrogen--to convey the story of its technology. We believe there is power in the old, physical, and tactile experience, which helps people feel connected to the future mobility and the society it will take us.

Describe the strategy

The structure was designed to simulate the darkness of space and the creation of starlight by hydrogen, the original fuel of the universe. People can’t imagine hydrogen, but they can remember the night sky and imagine the unknown potential of the universe beyond. We intended to emulate the Olympic spirit, where anyone from any background comes to participate. Physically participating in work, in rituals, in moving our bodies, is a way of learning and understanding at completely different level. As humans we have grown our culture and societies around the way we behave physically as well as what we say. We wanted the work to change behavior in order to stimulate imagination. We wanted to create a space where people participate, interact, hence learn and imagine the bright future.

Describe the execution

We built the world’s darkest building in Pyeongchang, coated with Vantablack VBx2 which absorbs 99% of light. As you approach the surface of blackness, 1,947 gleaming LEDs create three dimensional illusion of the Universe, the origin of Hydrogen. As you step inside, a vast white space unfolds as thousands of water droplets mesmerizingly collide and split on a pure white surface. The water droplets are physical representations of hydrogen, and visitors are encouraged to play with the water channels. Hydrogen is represented as an engine that puts static things such as the architectural space in motion. Then you enter a series of 4 rooms where each room showcases how this abundant substance powers the vehicle. Visitors are encouraged to take selfies, to touch and feel. The 35m x 35m x 10m(H) pavilion was open to the public from 9 February to 10 March, 2018 during 2018 Pyeongchang Winter Games.

List the results

- Within 4 weeks (324 hours of operation daily from 10am-10pm), 72,000 visitors. - Increased pre-orders for Hyundai’s commercialized fuel cell vehicle (FCEV) NEXO Within 6 days, 1,170 cars were ordered, which is 300% more than expected - 493,000,000+ views (earned media) - Global press and media coverages : NBC, BBC, Forbes, Reuters, USA today, The Guardian, AP TV, etc. - Art and Lifestyle magazines : Wallpaper*, Archdaily, Dezeen, Metropolis, SPACE etc. - 820,000 total YouTube views / 512,000 Instagram views - 100% positive impressions - Interviews and postings show better consumer understandings on fuel cell technology