Hyundai Construction Visits Songdo... "Successful Hillstate Brand Experience Marketing"

Hyundai Engineering & Construction Sponsors 'Incheon Pentaport Rock Festival'
Supports Comfortable Viewing... Establishes Brand Experience Space
Boosts Promotion of 'Hillstate Lake Songdo 5th Phase'

Hyundai Construction participated as the official sponsor of the '2024 Incheon Pentaport Rock Festival' held at Songdo Dalbit Festival Park in Incheon, launching an unprecedented cultural marketing campaign. This expanded the Hillsstate brand experience into the concert venue, the heart of popular culture.

Hyundai Construction announced on the 6th that from the 2nd of this month, over three days, 150,000 attendees of the rock festival were provided with the Hillsstate brand experience space called 'Hillsstate Town' and the 'Hillsstate VIP Lounge' for comfortable concert viewing, receiving great responses. To ensure a safe and enjoyable performance amid the heat, shade structures were installed to block sunlight, and all visitors to Hillsstate Town were given ice water and fans.

The brand experience space at the venue was decorated with the iconic Hillsstate gate-shaped cooling mist gate, Hills Tower, Hillsstate Town, Hillsstate Shelter, and Hillsstate VIP Lounge. In addition to the vibrantly designed experience spaces featuring Hillsstate’s unique brand colors, items applied in actual residential complexes were introduced, such as the 5 Second Gallery offering a glimpse of residential products and services, the Signature Wall mailbox, and the H Weaving Bench made with 3D technology.

Hyundai Construction prepared various programs to enhance brand favorability, offering photo printing services to customers who took certification shots at the 8-meter-high photo zone, Hills Tower. Through quizzes like the apartment move-in game and Hillsstate running game, they gave away abundant gifts including Hills Summer Kits composed of beach towels, water bottles, mesh bags, Helinox camping table and chair sets, waterproof cameras, and umbrellas. Especially, brand films were continuously displayed on multi-screens installed throughout the venue, naturally conveying the brand identity pursued by Hillsstate to customers. Additionally, a promotional booth for 'Hillsstate Lake Songdo Phase 5,' located near Songdo Dalbit Festival Park, was set up, and the customer event 'Find the Hillsman' was held.

Hyundai Construction evaluated that this cultural marketing campaign achieved significant promotional effects amid the recent rise in consumer sentiment in the housing market and growing interest in the sales market. Hillsstate Lake Songdo Phase 5, with 722 households, is located in the core area of Songdo Landmark City adjacent to the waterfront lake. Currently, a total of 4,194 households have been established in Phases 1 to 4, and with Phase 5 (722 households) scheduled for sale in mid-August and Phase 6 (820 households) planned for next year, a total of about 7,000 households will form the Hillsstate brand town.

A Hyundai Construction official said, "We sponsored the festival for the first time in the housing industry in Incheon Songdo, which is gaining fame as the Hillsstate brand town, creating a precious time to share experiences through culture," adding, "We plan to continue introducing various brand marketing initiatives that resonate with customers."