ECO PARKING

TitleECO PARKING
BrandHYUNDAI
Product/ServiceHYUNDAI KONA ELECTRIC
Category A05. Automotive
Entrant HAVAS Madrid, SPAIN
Idea Creation HAVAS Madrid, SPAIN
Production HAVAS Madrid, SPAIN
Credits
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 Direct?

For creating the first public car park which is not paid for with money but with plastic containers. A pioneering initiative that demonstrates that an automotive brand can have an impact on society, actively engaging users in caring for their beach and generating significant awareness both nationally and internationally.

Background

Raise awareness for the launch of the new 100% Electric Hyundai KONA. Reinforce brand values associated with ecology and respect for the environment. Achieve social relevance with an initiative that raises awareness and 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, created 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. The action in a public space got users to actively engage with the brand through a dynamic based on raising 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.

Describe the strategy

We chose a car park with high 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. We created an audio-visual piece and broadcast it on the brand’s digital channels.

List the results

- Car park with 100% occupancy, 10 hours a day. Thanks to the excellent reception of the initiative, we demonstrated that a car park like this can collect the plastic waste 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.