Let Hyundai Power Your World Tour 2023
Main category
B2C
Sub-category
9. Roadshow
Watch the event video
Event Description and Key Objectives
A simple, sustainable mirror cube with a powerful AI experience at its core invites the audience to reflect on its future in six cities across Germany. The Hyundai Power Your World Tour is becoming more than just a roadshow; it is a new experiential communication platform for Hyundai, bringing the future to the people.
Key challenges
From the beginning, efficiency and sustainability were at the core of the concept. From the modular design made of reused parts, to the smart logistics reducing transportation, and the multiple choices made to minimize impact, such as local vegan catering, the program has been designed to align with strong principles of sustainability and diversity. These challenges were overcome by creating a unique yet modular design and using measurement tools to simulate impact, enabling better decisions.
Basic information about the event
Name of the organiser
Jack Morton
Location
Berlin / Düsseldorf / Stuttgart / Regensburg / Travemunde
Event duration
19/06/23 - 18/09/23
Client
Hyundai
VOTING LINK
Event results
Creativity
“Let Hyundai Power Your World Tour” is a journey to the intersection of hyper-local cultures, food, architecture, and the transformation of mobility. The reflective cube changes throughout the day, always mirroring its surroundings, while the interior design and AI activation provide a space for introspection and a new perspective on the world.
Innovation
- Generative AI was used extensively to create a core interactive experience for attendees to discover the future. The custom AI model was trained and ran locally to mitigate any risk, ensuring it provided only Hyundai-approved vehicles, views, and imagery.
- Sustainability Measurement and Simulation: A tool was used to simulate impact and assist in decision-making, from logistics to catering. This allows us to not only reduce impact but also set targets in advance.
- Visitors also danced with Atlas, a robot that accurately mirrored their moves on screen, or explored in-depth elements of Hyundai’s innovative and sustainable design.
- As a special guest, the audience was able to meet “Spot”– a four-legged robot that demonstrated its agility, dance moves, and posing skills.
Execution
A small team moved the experience from city to city in a highly optimized fashion, minimizing logistics, focusing on train travel, and leaving nearly no waste behind. The modularity and flexibility of the pavilion allowed it to fit almost anywhere.
Measurable results
The reach in 2023 was:
PR Social Media Brand Ambassador Reach: over 6.000.000 (including the last stop in Berlin)
Media cooperation views: 26.000.000
Total leads: over 1.200
Communication
"Let Hyundai Power Your World Tour" is becoming a growing experiential platform for the brand to build awareness and create meaningful connections with their audience, as we are already planning the next edition.
Sustainable practices
By optimizing the design and logistics, reducing packing materials, and avoiding unnecessary items and using impact simulation we reduced waste per attendee to 0.4 kg, significantly below the Isla industry estimation of 2.14 kg of waste per attendee.
Furthermore, we used our tools to simulate the impact of catering. The data was clear: opting for vegan, local catering would massively reduce catering emissions. Hyundai decided to follow our lead and shift all catering to vegan, partnering with local chefs at each stop.
The results were a tenfold reduction in catering emissions, with 0.17 kg CO2e per attendee instead of the European average meal carbon footprint of 1.7 kg CO2e, and below the WWF recommended 0.5 kg CO2e to meet the Paris Agreement.
