Hyundai’s Drive-Through Outside Museum Celebrates Latinx Artists

As drive-through consumer events become an experimental marketing norm, Hyundai recently launched its own in Los Angeles to put multi-generation Latinx artists in the spotlight.

For Hispanic Heritage Month, the car brand, in collaboration with Gabriela Ortega, chief curator of the Museum of Latin American Art (MOLAA) and non-profit art of the Elysium (AoE), created nine installations for a mobile experience.

The event, titled Driven: A Latinx Artist Celebration, presented by Hyundai, took place October 1-4 at the Hollywood Palladium Theater. The event was free for consumers and required an online RSVP to get tickets for specific time slots.

“Driven was created as a safe and inclusive environment to explore what drives Latinx artists and demonstrate the impact their cultural heritage has had on the city of Los Angeles,” said Angela Zepeda, CMO, Hyundai Motor America, in a statement . “Through our partnership with AoE and MOLAA, we were able to use their extensive network to present the work of talented artists in the exhibition.”

Hyundai presented individually packaged vehicles designed by artists.Clark Studio

Hyundai worked with adventure agencies Advantage and AKJohnston to produce the event in about six weeks. Austin K. Johnston, founder and CEO of AKJohnston, said the overall design of the experience was geared toward a road trip through Latin American and South American landscapes enhanced by art.

“2020 highlighted the need for cultural relevance and the purpose behind activations. Our goal was to create a road trip where you would travel through the cultural regions where the artists were born and raised, ”said Johnston. “It was up to us to design a path that offers emotional touchpoints without physical contact.”

On the road were frames from the Hyundai brand with works by artists such as the Honduran painter Delmer Mejía, the Chicana artist Judithe Hernández and the Argentine duo Chiachio & Giannone. To emphasize the aesthetics of the road trip, the event teams brought mulch, trees, leaves and cacti as well as decorative items, including a fountain overflowing with marigolds.

The participants entered the event through an LED audio tunnel.Clark Studio

While the event was primarily visual, the brand also staged the scene with audio activation. At the beginning of the experience, guests were able to drive through an LED tunnel and broadcast an FM playlist curated by Raul Campos, the music presenter for Los Angeles-based public radio station KCRW.

In addition, Hyundai showed its Palisade, Sonata and Elantra models with custom vehicle packaging designed by partner artists.

Street signs showed the names of the individual artists.Clark Studio

In order to comply with the Covid-19 safety protocols during the expansion weeks and the days of the event, employees had to conduct daily health checks, temperature checks and quick Covid-19 tests before entering the venue. Social distancing and hygiene protocols were also in place for staff, and each worker was given masks and PPE.

Johnston said implementing these security protocols adds more than $ 50,000 to his team’s event budget. Seasoned marketers now need to factor in the cost of Covid-19 if they want to produce a pandemic-proof IRL event.

Driven is an extension of Hyundai’s Hispanic Heritage Month programs. The brand partnered with the 43rd Hispanic Caucus Institute (CHCI) of Congress for a five-year virtual leadership initiative and hosted a workshop at MOLAA’s Latino Comics Virtual Expo in September.

The 5-part show in documentary style is moderated by the Colombian-American entertainer Esteban Gast.

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