Hyundai KONA 10 Challenge


media, social, content, experiential

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Created by us to mark Hyundai Motor UK’s 10th anniversary, our Streetcar Named Hyundai campaign was a world first.

Put simply (it wasn’t!) we created new technology, mapped, drove, photographed and filmed all 16,500 streets in central London, in the zero emission Hyundai ix35 Fuel Cell car to create jaw dropping content, including a 200 second time lapse video of the 50-day drive, as well as a 650,000 pixelated image mural.

The KONA 10 is an endurance challenge like no other, uniquely created by us for trailblazing Korean car company, Hyundai. Their brief was for us to continue to evolve perceptions of the brand - and launch their compact SUV, the stunning new KONA.

We took our insight and inspiration from Kona itself, the volcanic terrain in Hawaii - and conceptualised, packaged and built the ‘KONA 10’, an epic endurance and driving challenge (the first of many we hope) involving adventurer Sophie Radcliffe and the car, taking on the 10 most iconic volcanic ranges in the UK and Ireland. But with a catch - as it had to be done in under 72 hours. 72!

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“The KONA 10 shone a light on our volcanic heritage – from Snowdon to the Isle of Skye.” Historian Dr Michael Scott

We enlisted historian and all round great guy Dr Michael Scott to narrate the history of our volcanic landscape and staged a dramatic media launch event at the foot of Snowdon, under the stars.  Following that (and a vat of strong coffee the next morning), Sophie set off in her bid to complete the first ever KONA 10.  And she did it … in 68.27 hours.  Epic.  Nice work Sophie.  Come back next year!  It’ll be available for members of the public to do.  So, think you’ve got what it takes? (ps, a hint – a car like the Kona really helps).

We’re reasonably fresh off the volcanoes, and more information will follow shortly.


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