Innocean Worldwide, the agency for Hyundai Motor America, engaged our team to execute their “Clean the Air” Times Square promotion during the New York Auto Show 2010.
The idea was to bring attention to the fact that the 2010 Hyundai Sonata had the lowest omissions of any other car in its class on the market.
The agency produced a television ad showing cleaning crews using traditional mops, dust-busters and squeegees to seemingly clean the air to drive the message.
We produced the entire promotion soup to nuts, first repurposing the TV ad to play on the Hyundai Sign Spectacular on the Two Times Square building.
Next we produced the royal blue Hyundai jumpsuits, all of the props, then cast and trained the cleaning crew street teams. We then managed them onsite for 5 hours per day for an entire week.
As this behind the scenes video shows, the teams were a crowd stopper and the “Clean Air” message was widely received and drew existing Hyundai customers and potential customers to the auto show.
