The Sunburnt Car turned mycar’s “care beyond the car” promise into an immersive, real-world experience. The first-of-its-kind installation saw an everyday car interior reupholstered with human-like skin that visibly “burned” under sunlight, helping the public recognise the UV risk on their daily drives. The hyperrealistic, visceral demonstration spread past its activation day, sparking national conversation (168.8 million earned media reach), while boosting brand consideration by 44% among those exposed. UV‑reactive stickers were then distributed in mycar stores, offering drivers a useful in-the-moment reminder of risk. The car continues to tour Australia, appearing at events including the 2026 PGA championship.