Fill the streets with your Wishes- The Wishing Street The week before New Year’s Eve, Hyundai transformed Gangnam, most iconic street to millenials, into Wish Street by setting 90 “Wish Balls”; large lighting lanterns, along the 1 km street. We invited young people to write their wishes on it. Participation was encouraged through TVC campaign. Hyundai also collected wishes on Facebook and covered the Wish Balls with them.- Countdown to New Year’s Street-PartyOn 31st December Hyundai threw a huge party on Wish Street. Walls of the buildings became series of performances using Hyundai LED Display as the centerpiece. Wishes collected on Facebook were screened on the display along with media arts by the trendiest young artists. Multimedia projections and laser show excited the crowd while wire performance team thrilled the people. At midnight, the 90 illuminated Wish Balls flew beautifully into Seoul’s sky.

105,405 people visited the campaign’s Facebook site, contributing 5,195 wishes. More than 45,000 wishes were written on the Wish Balls. On New Year’s Eve 30,000 people participated live on Gangnam Street with another 200,000 joining in the event online.

Brand engagement as measured by “Hyundai is a brand for me” increased 170% among Millenials. They are now asking for Wish Street to become an annual New Year’s Celebration. We created a new and unforgettable New Year event for Millenials.