On June 21, 2024, Hyundai Motor Group (the Group) exhibited its technical expertise at the Cannes Lions 2024 with a seminar entitled ‘From Logic to Magic: 5 Ways to Make Tech Resonate.’ This was the first occasion that an automotive industry player shared its technological insights at the global event for creative communications, demonstrating the Group’s dedication to driving innovation.
The Cannes Lions Festival of Creativity, which has been in operation for 71 years, serves as a platform for global advertising and communications excellence. With over 25,000 submissions and 13,000 participants from 100 countries, it is a highly anticipated event for marketers worldwide, underscoring the intense competition in the multinational arena.
During the event, the Group showcased Hyundai Motor Company and Kia Corporation’s strategies for effectively communicating complex technologies such as hydrogen energy, autonomous driving, robotics, advanced air mobility, and advanced materials. These technologies aim to address critical issues such as accessibility, environmental impact, energy efficiency, and traffic congestion.
One of the main highlights of the presentation was advanced materials, which form the basis of technology development within the Group. This included an innovative Nano Cooling Film designed to reduce vehicle interior temperature by up to 10°C in hot weather without darkening the glass, resulting in significantly reduced energy consumption for cooling.
In a real-life application of this technology, Hyundai Motor introduced the ‘Made Cooler By Hyundai’ campaign in Lahore, Pakistan. This campaign, which aligned with local regulations and cultural norms, provided over 70 vehicles with the Nano Cooling Film for free. The initiative aimed to help locals mitigate the challenges posed by extreme heat and air pollution, as well as comply with window tinting laws.
Furthermore, the Group highlighted the campaign’s success in Pakistan and the positive feedback it received. Global media and marketing professionals in attendance praised the demonstration of how technology can be leveraged to address social issues, emphasizing the importance of technological innovation and social responsibility.
As a global enterprise with a workforce of approximately 250,000 employees worldwide, Hyundai Motor Group strives to create a better future for all through its mobility brands, including Hyundai, Kia, and Genesis. Through innovative thinking, collaborative communication, and a commitment to taking on challenges, the Group has established a value chain that encompasses mobility, steel and construction, logistics, finance, IT, and service.
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http://www.hyundaimotorgroup.com or visit the Newsroom: Media Hub by Hyundai, Kia Global Media Center, Genesis Global Newsroom.