RoadStar
Hyundai didn't sponsor a tour—it powered a two-year journey that turned Los Bunkers' comeback into a national movement.
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AI Translation Summary
For two years, Hyundai became an inseparable part of Chilean rock band Los Bunkers' comeback, powering a 3,545-km tour across the country and documenting it through an MTV Unplugged special and constant fan-driven content. The campaign reframed the brand from car seller to cultural connector, generating over 64 million views, 99% positive sentiment, and double-digit sales growth.
Cultural Context
Los Bunkers are one of Chile's most beloved rock bands, and the Viña del Mar Festival and MTV Unplugged format both carry significant cultural weight in Latin American music culture, making Hyundai's role as a constant companion — rather than a one-off sponsor — especially meaningful to local audiences.
Entry Information
Summary
“RoadStar” transcends traditional sponsorship by integrating a brand into the fabric of a major musical comeback. Instead of merely placing a logo, Hyundai facilitated the journey of the band “Los Bunkers” across the longest country in the world. By powering their tour and documenting the intimate MTV Unplugged tour process across more than 90 sold-out concerts, the work became essential to the music's reach. Over two years, brand and band communities merged through constant collaborative content. Fans became active participants, proving the car wasn't just a product, but the essential bridge that connected the people with the music they love.
Strategy
The strategy was built on a cultural insight: in a geographically fragmented country like Chile, mobility is what enables national unity. To bring this idea to life, Hyundai partnered with Los Bunkers, not simply as a band, but as cultural patrimony capable of connecting generations through shared experiences. Creativity shifted the challenge from selling cars to sharing paths, creating a platform rooted in emotion rather than transactions. Over two years, Hyundai accompanied every stage of the band's journey—festivals, tours, theaters and live events—becoming part of the experience instead of an external sponsor. Interactive content invited fans to co-create the narrative, generating more than 500,000 interactions and 99% positive sentiment, proving that authentic connections are built
Execution
The idea came to life through a multi-phase 360° strategy that evolved alongside the journey. It began with high-impact visibility during the Viña del Mar Festival and transitioned into a more intimate storytelling approach around the MTV Unplugged tour. Each channel played a specific role: YouTube hosted long-form content documenting rehearsals, preparations and life on the road, while TikTok and Meta amplified engagement and cultural conversation. To support a 3,545-kilometer journey across Chile, every piece of content was produced as if it were part of a premium streaming series, with cinematic execution and exclusive studio re-recordings of the band's greatest hits. The result transformed Hyundai’s platform into a premium entertainment experience worthy of a true cultural icon.
Results
The campaign exceeded every brand and business objective. Sales grew significantly across key models, with the All-New Santa Fe increasing 113%, the New i20 rising 103%, and the New Tucson Hybrid growing 48%. Content generated more than 64 million views and over 500,000 social interactions, creating sustained engagement throughout the two-year partnership. Brand perception reached an unprecedented 99% positive sentiment, strengthening preference and emotional connection within the automotive category. This momentum also made Hyundai the #1 automotive brand on Instagram in Chile. Beyond commercial results, the campaign became part of a cultural phenomenon, accompanying a sold-out tour of more than 90 shows and connecting the brand with a landmark moment in Chilean music history.