Title	ECO PARKING
Brand	HYUNDAI
Product/Service	HYUNDAI KONA ELECTRIC
Category	D05. Payment Solutions
Entrant	HAVAS Madrid, SPAIN
Idea Creation	HAVAS Madrid, SPAIN
Production	HAVAS Madrid, SPAIN

Name	Company	Position
Jesús Lada	Havas	Chief Creative Officer
Fernando Zurita	Havas	Creative Director
David Díaz Carretero	Havas	Copy
Elisa Sánchez	Havas	Art Director
Raquel Pérez Navas	Havas	Production Manager
Vicky Morón	Havas	Producer
Alba Somoza	Havas	Producer
Jorge Montero	Havas	Editor
Rosa Galera	Havas	Account Manager
Ana Moraleja	Havas	Account Executive
Santiago Guzzo	Havas	Social Media

Why is this work relevant for Brand Experience & Activation ?

We created the first public car park that is paid for through recycling, and we actively engaged users in the task of protecting their beaches by offering them the possibility of paying for their parking time not with money, but with plastic collected from the beach. This initiative achieved a major impact and generated significant media buzz by creating the first car park paid for with plastic containers, furthermore demonstrating that an automotive company can have a positive impact on society.

Background

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.

Describe the creative idea

Plastic pollution is reaching alarming levels. Hyundai, a brand that works to make its vehicles more environmentally friendly, devised an initiative to raise awareness and turn this terrible situation around. At a beach car park located in the tourist destination of Sanxenxo, Pontevedra (Spain), we installed a special device where parking time was paid for 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. 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.

Describe the strategy

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, Pontevedra (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 presence of the 100% electric Hyundai model. We produced an audio-visual piece for digital broadcast communicating the initiative. We invited local and national media to attend. We devised a content and brand ambassador strategy reinforcing the environmental values that add legitimacy to the brand’s discourse.

Describe the execution

We recycled an existing technology and created a pioneering initiative with an advertising action in a public space that provided a response to the alarming problem of the pollution of our oceans with plastic. In a beach car park located in the tourist destination of Sanxenxo, Pontevedra (Spain) we installed a special device so that the people who went to the beach could pay for their parking time by recycling plastic containers. A special information stand, presence of the electric car and a team of coordinators provided aid and assistance to potential customers about using the recycling and ticket exchange system. We invited the local media to raise awareness of the initiative and created an integrated content plan galvanising the brand’s commitment to the environment.

List the results

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. -Reach: 4.6M - 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.