An innovative re-interpretation of the old "lifting of the veil" approach to car introductions.
How do you reveal a car without showing it? This was our task for the teaser campaign of the Hyundai i40, a week before the world premiere at the Geneva auto show. It's a tricky thing promoting a product that hasn't been launched as yet. How can you get people excited about the elegant smooth curves or the supermodel looks?
We created a site which allowed users to control a rig of lights hovering over a real car in a warehouse in Germany, always revealing only a portion of the car. The result of the interaction was fed back in realtime to the user's screen through 3 live cameras.
Case study film
We created the equivalent of being able to tug on the silk cover over the new car, but only a little at a time.
We placed the real car in a warehouse in Germany under a grid of 200 lights. Then allowed anyone from anywhere to turn on the lights, 10 at a time, like shining a torch over the car and revealing parts of it. Streamed it live back to their screens.
This innovative solution was an incredible success for Hyundai, generating a large amount of buzz in the press, both traditional and online.
Credits
Created at Hi-ReS! 2011 with sister company Nanika, nanikawa.com