Situation: The SUV market offers a variety of options, but often different models lack any differentiating features. This time, the new Tucson was going to be introduced to the market with an innovative safety system. And as safety features are one of the fundamental drivers when making the decision to purchase a new vehicle, we understood that this functionality had to be the flagship feature to present it.

Brief: This was the first Tucson to feature a SmartSense safety system. That's why the launch had to be as innovative/ impactful as its safety system.

Objectives: Position Hyundai Tucson as the leading choice in SUV safety by showcasing its SmartSense system within GTA, leveraging gamer influence to drive awareness and perception of Hyundai as a modern, innovative brand.

To highlight the safety system and position the new Tucson as the safest SUV on the market, we decided to launch it where people crash the most. We found that it wasn't Delhi, Buenos Aires, or Sao Paulo, but GTA.

GTA is a mission-based game, and in order to complete missions, players need to acquire different vehicles to move from one place to another. For some gamers, the fun is crashing, but for the most part, crashing is one of the biggest obstacles to completing missions satisfactorily.

In a game where everyone crashes, we replicated the sensors of the new Hyundai safety system in GTA to make the new Tucson the only vehicle impossible to crash.

And that made the streaming conversations surrounding the game mod turn into a word-of-mouth campaign about the Hyundai Tucson and its new safety system.

Data gathering: After conducting in-depth interviews with different gaming communities, we found that if we executed an activation that successfully broke a gamer´s routine in a positive way, gamers would not only appreciate it but also actively seek to share, throughout live social media, streaming sessions, and specialized Discord channels.

Target audience: Gamers, streamers, influencers, and gaming communities.

Relevance to social platform: We invite different communities to play through our online private server. The Uncrashable Tucson led to gamers and streamers making their own branded content across social platforms like Twitch and Discord. This is how we impacted the audience to turn the idea into an influence and word-of-mouth campaign.

Approach: We aimed to highlight the brand's safety system. And to launch the safest SUV, we chose the most dangerous game. Crashes are common currency within GTA, so making our model uncrashable would surely grab the attention of the streamers.

Implementation / Placement: Within one of the most competitive private server of GTA FiveM, we placed a digital twin of the Hyundai Tucson with the SmartSense security system. The SUV had sensors for forward collision avoidance, rear collision avoidance, lane-keeping assist, and blind-spot collision warning. This allowed players to use it without being able to crash. To obtain it, players had to enter a dealership of the brand within the game, which was also developed to be identical to those in real life.

Timeline: Through Discord, we invited various gaming communities to participate in the activation, which coincided with the launch of the new version of this game mod. The Uncrashable Tucson was available for gamers' use for 2 weeks.

Scale: Gamers and streamers from all the world broadcasted the activation and shared, in their own way, the benefits of having a security system like SmartSense in your SUV.

We generate an increase of more than 69% online searches compared to the previous semester.

We reached over 450,000 gamers across Latin America.

We achieved a positive brand sentiment of 98%.

We managed to be present with the brand for over 320 hours of streaming through Twitch.

We obtained over 14 million reach media.

We reinforced the brand's positioning by placing it as one of the safest in its category.

We started building an emotional bond with the gaming community, one of the communities with the highest growth potential.