From Vision to Triumph: How We Drove A Car With The Power Of Our Minds

  • Automotive
hyundai car on road

The Challenge

A brand can navigate through multiple levels of business perfectly, but without the proper strategy to contact consumers their hard work may never be rightfully appreciated. Hyundai needed assistance in contacting the consumers correctly and expressing their products innovative and optimistic identity.

The Opportunity

Vivaldi recognized and admired Hyundai’s core values and used this as ammunition to inspire the development of a strategic campaign. Our network of influencers, directors, and crew displayed a perfect opportunity for the audience to grasp the brand's ethos.

The Outcome

A unique experience was fragmented to display a documentary-style film for entertaining and informing the prospects. Hyundai was gratified by the increased online engagement and new reach the company encountered through this strategic partnership.

"Driven By Optimism"

With Hyundai’s low brand recognition we needed a campaign that not only grabbed peoples’ attention, but familiarised them with their innovative and optimistic personality. Inspired by these core values, we asked ourselves: could a car be driven by the power of positive thought?

To find out, we rigged a Hyundai i20 with an EEG head sensor and a robotic driving mechanism. If the driver was thinking positively, the car moved. We tested three influencers from very different backgrounds to see how far they could take each car, capturing their reactions in a documentary-style film.

During the campaign, there was a 58% increase in searches for ‘Hyundai’. General awareness rose by nearly 10%, but interestingly it also rose 62.5% among women.


“'Driven By Optimism' Perfectly Reflects Our Brand Ethos - Blending The Latest Technology With The Human Spirit To Challenge Convention And Keep Pushing Boundaries.”
— Adam Nickson, Head of Brand Strategy & Comms at Hyundai