In celebration of the centennial of 'The Endurance Expedition,' Hyundai Motor planned on creating an all on-location filmed documentary of the trans-Antarctic expedition with Patrick Bergel, the great-grandson of Sir Ernest Shackleton.

Two years of preparation period for the expedition included modification of a commercial SUV, Santa Fe, for the appropriate adaptation in the arctic environment, and the conditioning training of Patrick and the teammates to prepare themselves for the arctic environment.

To commemorate the expedition of a hundred years ago, the names of Ernest Shackleton and his 27 crew members, along with the messages from their descendants were engraved on the surface of Santa Fe, the automobile that crossed the Antarctic in this expedition.

And finally, in December 2017, Patrick and Santa Fe successfully completed the traverse of the Antarctic in thirty days with total travel distance of 5,800 km, completing the unfulfilled dream from a hundred years ago.

1. Preparation

- Found the descendants of the 27 original crew members after 10 months of searching

- Modification of the Santa Fe

(fuel tank replacement, 38 inch tire, modification of portal gear)

- Engraved the messages on the vehicle to signify that the original crewmembers and

their descendants are on board

2. The execution

- Successful traverse of Antarctica,5,800km in 30 days. ('16 .12. 04 ~ '17 .1. 02)

- Pre-Launching: ‘Shackleton's Diary’ telling ‘Endurance Expedition’ with ‘Eleni Kalokoti’

- Launching Event in London, UK (April 19th 2017).

- Campaign Launch: ‘Main Film’, 'Descendants Interview', and 'Dedicated to Shackleton' film are released on Youtube. The campaign site includes more detailed information such as vehicle modification and Shackleton.

- After-Launch: ‘Patrick’s Diary’ by the great-grandson telling his expedition.

- Additional: decided to donate the vehicle to the Antarctic Base for research. Hyundai UK will be promoting ‘Special Edition’.

- 38.5 Million Youtube views in two weeks after the launch

- Gained 1.25 million visitors with more than 200% page views on website (2.6 million)

without banner advertisement for landing

- Gained 13,500 followers on Social campaign account in a week after the pre-launch

(Facebook 8,500 Follows, Instagram 5,000 Followers)

- Earned global media coverage on the campaign/expedition in about 40 countries

- “The top-watched video this week”- Visible Measures (23.4 million views)

- The first crossing of Antarctica by passenger car (5,800km in 30 days)