75% of the garbage collected on Spanish beaches is plastic left behind by people. This amount grows every year at a rate of 8M tons per year.

Hyundai wanted to bring awareness about the impact plastic has on our oceans

After the Hyundai Ioniq, the next launch would be the KONA 100% Electric car. This vehicle has benefited from Hyundai's Eco-Technology Research Institute initiatives, such as inventing more efficient electric motor systems and improving the sustainability of their raw material sourcing, manufacturing, and recycling methods. Hyundai's Institute is truly leading the way as the industry moves towards a more sustainable future.

Our objectives where to:

Raise awareness for the launch of the new Electric Hyundai Vehicles

Reinforce brand values associated with ecology and respect for the environment.

Strive for greater social relevance with an initiative that not only raises awareness but also has a positive impact on society.

Plastic pollution is reaching alarming levels. Hyundai, a brand that works to make its vehicles more environmentally friendly, devised an initiative to raise awareness and turn this terrible situation around.

At a beach parking lot, located in the tourist destination of Sanxenxo (Spain), we installed a special device where parking time was paid for by recycling plastic containers.

This activation in a public space got users to actively engage with the brand through a dynamic based on care, respect and raising awareness about the seriousness of the situation and the urgent need to provide solutions.

We tied the launch of the new KONA to an impacting CSR campaign that brought attention to the alarming levels plastic pollution is reaching in Spain, all the while engaging people with the brand.

We created the first public car park that is paid for through recycling, and we actively engaged users in the task of protecting their beaches by offering them the possibility of paying for their parking time not with money, but with plastic collected from the beach.

Through this strategy, we would demonstrate that an automotive company can have a positive impact on society and we would also be able to raise awareness regarding the launch of the new 100% Electric Hyundai KONA, reinforcing brand values associated with ecology and respect for the environment.

We chose a car parking’s in one of the most overcrowded beaches in northern Spain and got access to 5 parking spaces for 10 days.

Instead of payment machines, we installed two modified plastic recycling machines. the more plastic was inserted, the more the parking cost was covered.

We had hostesses on site at all times to help and each machine had a screen with an instruction video.

We amplified with a video teaser that was promoted on social and we sent press releases out to media outlets, inviting them to try it out. We filmed footage that was used to create numerous content pieces and posted them on Hyundai’s websites and social media networks. We also asked Hyundai’s brand Ambassadors to share the initiative on their social media channels. In 2018, we created the first Ecoparking

During the whole duration of the stunt, the car park had a 100% occupancy rate, 10 hours a day.

The plastic waste we collected during those 10 days was equivalent to the amount of plastic waste produced by 25 people in a year.

We reached a total of 4.6M people

Campaign video views: 1.8M

PR: 15M OTS and 60 media outlets picked up the story, + €200,000 in earned media value.

Qualitative: social recognition and relevance of Hyundai.

A search on Google with keywords linked to beaches, environment, parking, responsible brand, ecology, recycling, etc, brings Hyundai’s Ecoparking in the first results.

In the end, the initiative was even mentioned in the Parliament of the regional government and next summer they have asked us to install 20 additional Ecoparking devices. In a country with 7,268 km of coastline, just imagine what we could achieve if each beach had an Ecoparking.