Cannes Lions

SmartPark

INNOCEAN USA, Huntington Beach / HYUNDAI / 2018

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

Hyundai SmartPark is a mobile peer-to-peer, spot-sharing platform that allows Hyundai drivers to reserve another Hyundai owner’s parking spot near their destination for free. When a driver leaves their home, they leave their parking space empty for hours at a time. There is untapped potential in those empty spots—why add more spaces when you can use existing ones? By leveraging over 10 million Hyundai owners, SmartPark turns owners’ driveways into a network of free parking. It’s simple: a user can reserve a spot only when they have made their own spot available for another owner. This creates a network of drivers who are helping each other out, reducing the parking epidemic and creating a better driving environment for everyone.

Execution

This exclusive community is operated by a simple mobile app. To gain access to millions of free parking spots, first Hyundai SmartPark needs to verify that you in fact drive a Hyundai, by using your vehicle’s VIN number. Once your account is set up and your private driveway or parking spot is saved, you can then access the platform. In order to find a parking spot near your destination, all you have to do is contribute your spot to the community for the duration of time that you will be away. Once you unlock your spot and enter your destination, the map populates with all the available parking spots nearby. Drivers can reserve a spot in advance and have directions sent straight to their car. It’s secure — the app always keeps the owner in control of their parking spot by letting them know who will be parking and for how long. Being a great host/guest is rewarded with Hyundai points which can be used toward vehicle services at their local dealer.

Outcome

Hyundai strives to make the lives of their drivers better and easier. By alleviating one of the largest sources of frustration and stress associated with driving, they created a better brand experience for their drivers. SmartPark makes Hyundai one of the first car brands to add a new feature to every Hyundai ever sold, sending their loyal customers a big thank you. This service can also draw potential new Hyundai drivers.

Hyundai is the first car company to develop a platform to solve the parking problem by connecting more than 10 million clients, allowing them to help each other and subsequently leaving more regular parking spaces available for everyone. By 2019, SmartPark aims to reach 70% of Hyundais in the USA. That’s approximately 19,178 new free parking spots daily.

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