To meet Hyundai’s challenge of building excitement and generating press around the release of the new i40 – without showing the car – I led a small team to deliver a live 7 day event which engaged users to discover and reveal elements of the new model themselves.
The car was placed in a studio with a bespoke array of lights above it and live streaming cameras. Via a Facebook interface users could draw a pattern in the array of lights that would then play out in real time to reveal details of the car. Users could record this interaction to place on their own feeds and of course share with their friends.
The campaign was picked up by the press and media in the lead-up to the Geneva auto show where the i40 was released. Successfully winning publicity and generating interest for the new i40.