The world premiere of the i30 Fastback N was planned for the 2018 Paris Motor Show, where hundreds of other cars would be unveiled as well. So, Hyundai asked us to come up with something special to let its engine roar in the media.
Weeks before the show, we spread the news on specialised media (targeted at journalists and petrol-heads) that we would break the world record racing from Rome to Paris. What followed was an online buzz, with speculations of all sorts: What about the speed limits? Are they nuts?
The teaser:
Weeks before the show, we spread the news on specialised media (targeted at journalists and petrol-heads) that we would break the world record racing from Rome to Paris. What followed was an online buzz, with speculations of all sorts: What about the speed limits? Are they nuts?
The teaser:
“Instead of the planned launch at the Paris Motor Show,
Hyundai already comes with a true world record race.”
– TopGear
Hyundai already comes with a true world record race.”
– TopGear
Then came the big day. We launched the much-awaited online film of the race, where professional Hyundai Motorsport drivers Thierry Neuville (WRC) and Gabriele Tarquini (WTCR) pushed the car to its limits on the winding roads between Rome and Paris – as promised.
To everyone’s surprise, the entire race took place in Denmark between the two villages of “Rom” and “Paris” – the distance between them being 12.8 km. Check the video to find out which driver set the world record of 8:18 minutes and brought home the trophy.
The unveil:
To everyone’s surprise, the entire race took place in Denmark between the two villages of “Rom” and “Paris” – the distance between them being 12.8 km. Check the video to find out which driver set the world record of 8:18 minutes and brought home the trophy.
The unveil:
However, the real trophy was won by the brand: the video lead to a second wave of media-coverage – and that even before the Paris Motor Show had even started.
Credits: INNOCEAN Berlin. CCO: Gabriel Mattar / ECD: Ricardo Wolff / Senior AD: Marlon von Franquemont /CW: Nicolas Holz / AD: Ahmet Kilic / Account Director: Andrea Razeto / Senior Account: Sven Kuebler / Digital Director: Marcel Buainain / Director: Henrik Hansen.