With the launch of the new i30, Hyundai entered the C-segment, the most competitive car segment in Europe. To get noticed, we had to introduce the car with a big bang.It was an opportunity to highlight not only the newness of the car, but also the fact that this new model announced the new ambitions of Hyundai.

We took the “H” of Hyundai, used it as an “H” of a helicopter landing sign and informed the Belgian population Hyundai was still looking for the right place to drop its first i30’s.A combination of online PR, community seeding on blogs, bannering, TV and print ads kicked off the challenge of creating and hyping a landing spot. The user generated content lived on blogs, and newspapers caught onto it as well. The participants began making their own films and videogames in order to get as many votes as possible for their location.