As part of the partnership between Hyundai and LEGOLAND® Germany, OBSESSION has been responsible for activating the car brand in families and children since 2017. With a holistic, networked approach from communication to live measures, Hyundai should position Hyundai as a companion for the entire family and make mobility an experience with Hyundai.

In addition to various temporary promotional activities at the Hyundai LEGOLAND driving school during the LEGOLAND season from April to November, the focus is on Hyundai Family Days in August. The integration of Hyundai models into interactive game modules throughout the theme park ranged from dark and painting cars to trunk packing. As a special highlight, OBSESSION developed the SingIn car with an in-car karaoke experience, which became a special attraction for children and families not only at LEGOLAND but also at the IAA.

Together with a mobile LEGOLAND driving school course, where children up to 13 years of age could get their driving licences in electric cars, these were the biggest attractions for children at the IAA.