Hyundai Eco Parking
How does Hyundai Eco Parking work?
The automotive industry is often seen as environmentally unfriendly. Hyundai came up with a simple yet brilliant idea to somewhat improve its image in the context of environmental protection. Hyundai Eco Parking meters allow drivers to park their car in a good spot for free — all they need to do is place the right amount of plastic waste into the machine. It can be used household packaging, but placing the machine in close proximity to the beach also encourages collecting the litter left on the sand. As a result, everyone involved in this initiative benefits:
- the environment – people, encouraged by financial benefit, are more willing to clean up pollution;
- drivers – thanks to the machine, they save money;
- Hyundai – it is remembered as a brand that cares about ecology.
Location
Why was a beach chosen?
The parking meter that allows payment for a parking space with plastic waste was installed two years ago in the popular resort of Sanxenxo in the Spanish province of Pontevedra. Its location is no coincidence. It turns out that as much as 87% of the pollution found on beaches consists of slow-degrading plastic packaging. The Asian automotive brand, wanting to contribute to improving the state of the environment, installed an eco-friendly parking meter at the beachside car park.
Results
- After just a few days of operation, with the help of a single parking meter, it was possible to recycle the amount of waste emitted annually by 25 people. Spain's coastline is 7,268 km long — rolling out this technological solution could significantly contribute to improving the country's environment. It is interesting to imagine what the effects of such machines would be on a global scale.
- The Spanish Congress of Deputies announced the implementation of similar systems across the entire country.
- The entire campaign helped highlight the role that beaches and oceans play in our ecosystem.
Continuation of pro-environmental policy
The brand's green face
The placement of Hyundai Eco Parking machines and their promotion is handled by the Spanish branch of the advertising agency Havas PR. This does not appear to be a one-off action, but rather part of a consistent marketing and environmental plan. In this year's spot, prepared by the same agency, Hyundai encourages users of its products to create a new (in intention, better) reality post-pandemic. Footage showing animals wandering through a concrete jungle prompts reflection on the relationship between human activity and nature. See for yourself:
Concepts from the article
PR — Public Relations. Activities that build an organisation's reputation and relationships with its environment: media, customers, employees, partners and communities. PR includes statements, media relations, crisis management, events and brand narrative.
Why it matters: It builds what no advertisement can buy: credibility in someone else's voice. Editorial coverage and a well-handled crisis weigh more than a campaign — because it is a third party speaking, not the brand about itself.
When it is used: Continuously: media relations, statements, interviews, events; especially during a crisis and times of change within the company.
What happens if it is neglected: Without media relationships, a company speaks only through paid channels, and in a crisis it is left without spokespeople and without trust.
Summary
Hyundai proves that ecology can be part of everyday life — just pay for parking with plastic waste. The machine in Sanxenxo collected in a few days the amount of waste equal to the annual output of 25 people, and the Spanish Congress announced the expansion of similar solutions across the whole country.
The campaign, led by the Havas PR agency, is part of a broader pro-environmental brand strategy. It combines benefits for the environment and drivers with building the image of a responsible company. Since one parking meter delivered such an effect, it is hard not to ask about the possibilities on a global scale.
