Hyundai Motor Company’s efforts to contribute to human life by utilizing innovative technologies have shone on the global stage.
Hyundai Motor Company announced on the 29th that it had won the exclusive award in the automobile category at the ‘2024 Asia-Pacific Saber Awards’, the world’s largest PR awards ceremony, for its ‘Made Cooler by Hyundai’ campaign.
The Saber Awards is the world’s largest PR awards ceremony hosted by ‘Provoke’, a global PR marketing magazine, and annually selects and announces companies and projects that have shown innovative PR and marketing achievements in each region, including Asia Pacific, North America, Europe, and Africa. At this year’s Saber Awards in the Asia Pacific region, there was fierce competition with more than 2,000 works submitted.
The award-winning Made Cooler by Hyundai campaign is a campaign in which Pakistani drivers suffering from extreme heat and air pollution are equipped with the world’s first nano cooling film developed by Hyundai Motor Company free of charge.
Nano Cooling Film is a technology that not only reflects solar heat but also emits infrared rays inside the vehicle, lowering the indoor temperature by more than 10℃ during hot summer days. In particular, it has the characteristic of not affecting the driver’s field of vision based on its high transmittance.
Hyundai Motor Company decided that Pakistan, where attaching tinting films is legally prohibited, is the best market for pilot application of nano cooling films, and provided a service for attaching nano cooling films to about 70 drivers in Lahore, Pakistan, in April.
Customers who participated in the campaign expressed great satisfaction with the excellent cooling effect. Video content showing local influencers experiencing the nano cooling film received an enthusiastic response from the local community.
Moreover, it is also noteworthy that a local customized marketing strategy has been implemented based on an innovative technology called nano cooling film. Hyundai Motors added advertising effectiveness by attaching campaign stickers containing traditional Pakistani patterns to vehicles equipped with nano cooling film.
The campaign was later spread in various ways.
Last June, at Cannes Lions, the world’s largest international advertising festival, Hyundai Motor Company held an exclusive seminar introducing the ‘Made Cooler by Hyundai’ campaign. It was the first time that an automobile manufacturer was invited to the Cannes International Advertising Festival’s official seminar on technology and gave a presentation.
Through the seminar presentation, Hyundai Motor Company shared the results of the campaign carried out in Pakistan and the local response, while also conveying Hyundai Motor Company’s brand vision of ‘Progress for Humanity’.
Next, Hyundai Motor Company released a campaign video, ‘Dazzling Shade,’ which depicts the journey of improving the lives of Pakistani drivers using nano cooling film. The video tells the story of a Lahore ride-hailing service driver who participated in the ‘Made Cooler by Hyundai’ campaign and received nano cooling film.
Global customers who watched the campaign video responded positively through comments. On the official YouTube channel of Hyundai Motor Group, comments such as “Hyundai Motor Company’s technological prowess ultimately begins with interest in people” and “This was a campaign that showed Hyundai Motor Company’s commitment to sustainability” were posted.
Hyundai Motor Company explained that this award is significant in that it was highly evaluated by global PR experts for contributing to solving social problems beyond a simple technology promotion perspective. Using the award as an opportunity, the company plans to further strengthen its position as a brand that fulfills its social responsibilities while developing technology for a sustainable future.
A Hyundai Motor official said, “Winning this Saber Awards is the result of sincerely capturing Hyundai Motor’s vision of ‘progress for humanity’ through an innovative PR strategy.” He added, “We will continue to strive to develop technology for future generations and the environment, and through creative technology campaigns.” “We will continue to communicate with global customers,” he said.
Hyundai Motor Company held a ‘Hit Tech Day’ event last August and announced cutting-edge thermal management technology that improves passenger comfort, unveiling for the first time an actual car fully applied with nano cooling film. The vehicle attracted attention by showing an interior temperature difference of up to 20℃ compared to a regular vehicle under conditions simulating sunlight.
2024-10-01 00:30:40