| Title | CAR CURLING |
| Brand | HYUNDAI MOTOR COMPANY |
| Product / Service | CORPORATE |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Entrant Company | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Advertising Agency | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Yun Seung-Keun | Floor6 | Sound Designer |
| Kim Jin-Hee | D.o Company | Motion Graphic Designer |
| Kim Jong-Hoon | D.o Company | Film Editor |
| Ahn Joong-Hyun | Huhu Production | Film Director |
| Jung Hyun-Sun | Huhu Production | Creative Director Of Film |
| Kim Kyung-Tae | Mog Interactive | Technical Director |
| Chung Wonhee | Mog Interactive | Director Of Digital Creative |
| Park Jong-Jin | Mog Interactive | Head Of Digital Production |
| Han Jin-Min | Innocean Worldwide | Media Buyer |
| Moon Ye-Eun | Innocean Worldwide | Junior Campaign Planner |
| Kim Chan-Hee | Innocean Worldwide | Junior Campaign Planner |
| Joo Hyun-Tai | Innocean Worldwide | Junior Campaign Planner |
| Choi Hyun-Joo | Innocean Worldwide | Junior Campaign Planner |
| Seok Ayoung | Innocean Worldwide | Senior Campaign Planner |
| Lee Sung-Soo | Innocean Worldwide | Senior Campaign Planner |
| Nam Choong-Shik | Innocean Worldwide | Senior Campaign Planner |
| Kim Suk-Hyoung | Innocean Worldwide | Senior Campaign Planner |
| Kim Jung-Hwan | Innocean Worldwide | Campaign Director |
| Kim Hye-Kyoung | Innocean Worldwide | Executive Creative Director |
| Han Jeong-Seok | Innocean Worldwide | Chief Creative Officer |
In Korea, traffic accidents are a chronic social problem. More than 5 thousand people a year die of the traffic accidents. Particularly Korea ranks the highest in pedestrian death rate 36.6%, among all the OECD member nations.(OECD average 17.5%) 38.7 percent of the Korean drivers violate the stop line. So, the government has tightened control on observing the stop line. But this stop line observance rate has not improved. As the No.1 automotive company in Korea, Hyundai started thinking ‘What has to be done to save lives?’. In conclusion, Hyundai decided and came forward to carry out a social campaign.
In 2013, the threat from foreign brands such as BMW, TOYOTA, and Volkswagen is increasing. It is necessary that Hyundai, the No.1 automotive company in Korea not only remain competitive but must be renowned for giving back to society. So, Hyundai decided and came forward to carry out a social campaign, based on its philosophy “New Thinking New Possibilities”. The Car Curling game is just one of many ways to create better societies.
Korean people generally want to pass the stop line at first. The stop line is being recognized as the start line by drivers. Curling, a game played on ice in which heavy stones with handles are skimmed towards a house. That way, ‘Car Curling’ can switch over from the stop line to the finish line. For the first time in the world, the ‘Car Curling’ real-time game started for 5 whole days. At the busiest street of Seoul, a virtual betting house appears. As passing cars slow down to stop at the stop line. The real-time betting begins, both on mobile and PC.
Car Curling Promoted driving etiquette not by law but just by having fun. The unique approach to protect precious lives of pedestrians was enthusiastically supported by the general public. Stop line observance rate increased from 29% to 43% on Car Curling site. (increased by 14%) A total of 59,000 people participated in the betting. Broadcasted on various types of media and created a huge buzz. (Facebook, Twitter, Blog and etc…) Hyundai’s philosophy ‘New Thinking New Possibilities’ brought changes to the society.