• Situation: The brand has been focused on spreading our sustainable vision so far. This year, we've been decided to showcase the promising alternative energy, Hydrogen. As we've done for the past few years, on the World Environment Day, we celebrate the global momentum by highlight proactive attitudes and actions of Millennials' and GenZ(MZ) on the climate change.

• Brief: Over the past few years, clean mobility has become a hot topic for every car manufacturers. We can’t turn back the clock, but we can pave the way to a greener and more eco-friendly future. One way we’re making this happen was by pioneering a hydrogen-powered future. We hope everyone to be a part of it.

• Objectives: Not only voicing out brand message but also let GenMZ to engage the world's urgency through brand communication platform on World Environment Day, we build solidarity on Earth's sustainability with global citizens.

• We have felt over the past century that the way of older generations' communication, such as teaching a lesson to young generations, can not stimulate them. So we approach them in their way of communication, who can step toward together align with our core to urge practical actions for the planet.

• Releasing a shortform documentary on a realtime communication platform

and taking a light approach on Green hydrogen energy, we chose to speak through short form videos, a format that’s much more familiar to younger audiences. To make a heavy topic less serious, we developed a new form called "Shortform Documentary."

• We released it through a inter-communication method such as World Premiere which has been used for new car launch. It was predicted that GenZ, who gathered to watch a documentary with BTS, would engaged in the process of discussing and supporting each other understanding sustainability.

• Target audience: The younger generation who is known to be very vocal about environmental issues. We consider the Generation Milennials and Z as our key communication target who can step toward together align with our brand core to urge practical actions.

• Approach: Recently informative content is largely consumed by young generation, we chose to create a 'short documentary' about Green hydrogen - a completely new format of communication as a commercial film. The film featured BTS, a worldwide artist who are known for their positive influence on environment and sustainabilty, and real eco-conscious individual MZ influencers around the world. We created a snackable short-docu that deals with the theme of hydrogen energy and released it as Digital World Premier. We showcase that on World Environment Day by live-streaming premiere and create a real time chat across world wide young generation to amplify and support their actions.

• We target the World Environment Day to showcase our campaign. Just few days before the day, the trailers and campaign posters looks exactly like the movie showcase were released raising expectation among social medias. Digital World Premiere is held on YouTube to create a communication platform that can share the voice of consumers around the world, and using social media to communicate by using their own language and amplifying their voice to the same goal for the Earht. The campaign message has continued to spread out to wider audience through TVC, on site touchpoints using Piccadilly Domination, and digital ads played during BTS' online concert.

• Timeline

- Released Earth Day Manifesto film on April 21st

- Trailers and Posters released a week before World Environment Day

- Aired a short documentary World Premiere(Youtube) on June 5th (World Environment Day)

- Placed Piccadilly domination on June 5th

• Response rate

- Live-streaming concurrent viewers: 11,715,374

- Real-time chats: +18,000

- Digital engagement(social media): 31,847,107

- Viewing time: 10 times longer than average car lauch World Premeire

• Impression

- Related search terms of Hyundai&Hydrogen: 200% increased

• Change in awareness

- Emotional Response based on social media :

38.3K mentions ? 406.3K mentions with positive words

• Activation as hydrogen education content

- Edutainment-type hydrogen education content was an easy and target-friendly approach to hydrogen energy. It was also activated in various ways as a hydrogen education material for young targets such as South Korean Kid's bradcasting magazine "Science DongA" and Channel A morning broadcasting show.