London’s relaxing, at least for 20-minutes at a time. The “Spa in a Car” initiative invites people to enter Hyundai’s IONIQ 9 to enjoy a free 20-minute massage by a specialized aesthetician.
The treatment includes a head, neck and shoulder massage and a Korean facial.
The proposal came after a brand study revealed that 55% of Brits consider their car to be one of the few places where they can disconnect. In addition, 82% admitted to having stayed parked in their car to enjoy a few minutes of tranquility before returning to their activities.
In a fast-paced city like London, where one in four inhabitants has less than ten minutes a day to relax, the car plays a role that goes far beyond mobility.
The interesting thing about this action is that it is based on a simple human observation: people are looking for spaces to breathe, even for a few minutes.
The best ideas are not always based on the characteristics of a product, but on the understanding how that product fits into people’s daily lives. In this case, Hyundai did not turn a car into a spa. First, it understood that, for many, the car already represented a place to relax.
About Tomilli
Tomilli is a global content platform that reports on trends, innovation and marketing. Its focus is on analyzing and explaining the ideas, campaigns, and strategies that define the future of the creative industry.