The Campaign

- Still, social aspect and consideration towards the hearing-impaired is lack. - Especially, entertainment and cultural activities for the hearing-impaired is rarely seen.

Results

[Challenge/objectives] - While driving, the hearing-impaired people drive through the desolate silence. - Driving is never pleasant for them, as they cannot hear music, not to mention any sound. - Let’s give a joyful experience of driving with music to people with hearing impairments as well. [Idea/strategy] Add a vibrating speaker inside a car seat and transform ‘music’ into ‘vibration’. Develop a Tactile Music Seat by which people with hearing impairments can feel music through their fingertips, although they cannot hear it with their ears. [execution] - Produce a branded film featuring a story of a real person with hearing impairment. - Install Sonata Tactile Music Seats at the common cafes to offer an opportunity for the general public to experience this new type of music. - Gain a significant interest through the press and all sorts of SNS channels. - Commence an online donation campaign through Facebook page (Produce/Donate a music seat for every 1000 Likes).

- People directly adopted Music Seat through its brand flim, news articles, the concert, and try-in booth. - The public agreed on Sonata’s campaign about helping the socially weak, and so they actively participated in online donations to help the hearing-impaired.

[Result] - The world first ever music concert for the hearing-impaired was held and over 5,000 participants were attended - Currently, more than 150news articles have been released. - The brand film had over 3millions views including Youtube views. - The campaign led to over 50,000 online donations. - In the end, 54 music seats were donated to 13 deaf-mute schools nationwide.