The Jupiter Drawing Room (Cape Town) was briefed to create a campaign that introduced the new Hyundai i30 to the market. But they didn’t just want to tell people about this innovative car, they wanted them to experience it for themselves. So Jupiter reinvented the test-drive, with the Hyundai i30 Light Drive, a virtual racing game that was projected onto the i30’s front windscreens, and played inside the car. Then they targeted South Africa’s hottest nightspots in Johannesburg, Durban and Cape Town, allowing anyone at anytime to experience the car’s slick, dynamic features, while competing for the top spot on the leaderboard. Two-man teams worked together on the track to collect icons, which represented the i30 specs, to power-up and better their score. The agency also linked the Hyundai i30 Light Drive to Facebook Connect and HD cameras that streamed the live test-drive to a large screen outside so people could watch the players compete, and photos of the teams were instantly posted on their timelines. The results were off the charts, with 1 034 people registering to race. Over 81 120 users were reached on Facebook and each team spent an average engagement time of 6 minutes with the brand. Hyundai deemed the campaign such a success that it awarded it best in the Marketing Promotions category at the Hyundai Global Marketing Awards.

Advertising Agency: The Jupiter Drawing Room, Cape Town, South Africa
Creative Directors: Ross Chowles, Jonathan Beggs
Art Director: Robert Prinsloo
Copywriter: Kate Royce
Account Management: Katie Dally, Thami Mazana
Production: Di Fraser, Janet Baird
Event Planner: Wideopen Platform
Game Developer: iLogic
Published: October 2012