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    「A Message to Space」!HYUNDAI Genesis為愛圓夢、還寫下金氏世界記錄  
AUTONET記者:邱志翔(04/20/2015星期一)
對HYUNDAI而言,豪華領域在過去或許不是那麼擅長,對於消費者而言接受度也不高,但挾著近年來在全球車壇表現有目共睹,不只在銷量上與美、日、德列強平起平坐,甚至坐穩了前五大汽車集團的地位,2013年底於首爾發表的全新第二代Genesis的出現或許就是一個契機,不只自家高端科技率先搭載,原廠對於行銷也是相當大手筆!

一向以行銷著名的HYUNDAI可說是花錢不手軟,今年來最大手筆的一次我想就是2014巴西世足以官方贊助商的方式博得廣大廣告效果,而這也是HYUNDAI能在短時間內竄起的關鍵之一;當然,這樣的行銷模式勢必也會放在旗艦車款Genesis身上,繼去年「The Genesis」微電影行銷後,近日一支「A Message to Space」再挑戰更高難度的層級。



故事背景來自一個住在美國休斯頓的小女孩Stephanie,其父親擔任太空實驗人員,雙方相處的時間就受到限制,她便希望自己的思念能夠被遠在太空的父親看到,而這個故事啟發了HYUNDAI的靈感,因此出動了大陣仗的Genesis車隊以及拍攝團隊,透過沙盤推演與空中協調、攝影,透過數十輛Genesis的輪胎作筆在荒蕪的沙地上寫下了巨幅的「Steph Love’s you」的字樣與圖形。

HYUNDAI除了替Stephanie圓夢之外,這樣的創舉還一舉寫下了「The largest tire track image」的最大輪胎痕跡圖像的金式世界紀錄,可為是雙喜臨門阿;當然,如此大手筆的行銷手法,確實讓Genesis曝光度十足,至於能否從此打開通往豪華車領域的大門,就有待時間的考驗了!


 
 
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