"DaVinci Motel" is an event where celebrities from various fields including art, business, entertainment and technology, participate in talks, performances, busking, and various other programs. Especially in 2023, DaVinci Motel was held mask-free for the first time since the COVID pandemic. Consequently, Hyundai Card needed to prepare a more enriching and sensational experience to convey a real-festival atmosphere to customers.

Therefore, Hyundai Card collaborated with Meta and had a plan for a new form of content MR .The concept of DaVinci Motel, inspired by 1960s California motor hotels, was visually brought to life through MR. Users witnessed the grand emergence of DaVinci Motel from the 1960s right before their eyes, creating the illusion of embarking on a time-travel journey.

Additionally, the AR experience was seamlessly connected with the MR, designing user experiences that enable the offline experience to spread online.

This MR experience distinguishes it from the typical 'chill and relaxation' by general motels. The creative goal was to continuously engage users to experience, and leave their own traces, to be more immersive in the travel journey. The main creative theme of DaVinci Motel is a 'time travel to 1960s California.'

When starting the MR content, the lobby bell appears first, and using hand tracking technology, the user rings the bell. Subsequently, the building (Music Library) located beside undergoes an abrupt transformation into a 1960s Motel in California.

Through this transformation, users embark on an authentic experience at DaVinci Motel from the 1960s. Users engage in interactions at each stage with the real hand, allowing them to experience the concept and story of DaVinci Motel. Additionally, transition from the outside to inside the rooms enables users to feel the diverse experiences and progressing an extended experience.

The main target audience was those who made ticket purchases for the DaVinci Motel Event. The age and gender distribution of ticket buyers were primarily in the 20-40 age group, with approximately 60% being female and 40% male.

Considering the age demographic of the primary target audience, the most ideal promotion was going on the social media mainly in Instagram. Therefore, teaser AR content for DaVinci Motel was released before the event via Instagram, aiming to increase curiosity among the target audience. Additionally, advertisements were executed, including a Call to Action (CTA) encouraging users to visit the webpage introducing DaVinci Motel MR after experiencing the AR.

During the event, two additional AR contents were released, including a giveaway event, enhancing engagement and providing opportunities for various target audiences to experience the journey to DaVinci Motel."

The MR event occurred at the Hyundai Card Music Library in Itaewon on September 16-17, 2023, from 12:00 to 16:00. Each 15-minute session accommodated 5 participants, totaling 41 sessions and approximately 205 participants over the two days.

For AR, with its user-friendly nature, different strategies were employed for each AR experience. QR codes were strategically placed at the venue and in brochures to facilitate easy access. Various engagement promotions, including giveaways, were implemented.

Participation rates were as follows:

- AR 1 : A pre-teaser running for 10 days before the event, achieving a total 4,500 executions.

- AR 2 : On-site AR targeted those unable to experience MR due to time constraints, achieving a total 4 3,500 executions.

- AR 3 : A selfie-format AR for verifying participation in the DaVinci Motel event, achieving a total of 4,700 executions.

The DaVinci Motel case exemplifies a collaboration between Hyundai Card and Meta, representing South Korea's inaugural offline implementation of both MR and AR technologies.Transforming the abstract concept of DaVinci Motel into a tangible user experience through MR represented a groundbreaking expansion of branding.

This initiative set a pioneering benchmark in technology, earning acclaim for its impactful use of extended mixed reality.Numerically, the case achieved significant results with a +7.3% lift in Ad Recall and +5.0% lift in Brand Awareness, showcasing a 1.8 times improvement in marketing effectiveness compared to BAU.

Through this case, Hyundai Card evolves into a digital company focused on cultural convergence while Meta's technological prowess with Meta Quest Pro raised expectations for Mixed Reality.

The case showcases that advanced technologies seamlessly extend beyond online realms, integrating with offline events and shaping a path for more extensive and impactful online-offline integrated brand experiences.

The DaVinci Motel case exemplifies a collaboration between Hyundai Card and Meta, representing South Korea's inaugural offline implementation of both MR and AR technologies.Transforming the abstract concept of DaVinci Motel into a tangible user experience through MR represented a groundbreaking expansion of branding.

This initiative set a pioneering benchmark in technology, earning acclaim for its impactful use of extended mixed reality. Numerically, the case achieved significant results with a +7.3% lift in Ad Recall and +5.0% lift in Brand Awareness, showcasing a 1.8 times improvement in marketing effectiveness compared to BAU.

Through this case, Hyundai Card evolves into a digital company focused on cultural convergence while Meta's technological prowess with Meta Quest Pro raised expectations for Mixed Reality.

The case showcases that advanced technologies seamlessly extend beyond online realms, integrating with offline events and shaping a path for more extensive and impactful online-offline integrated brand experiences.