TOUCH THE MUSIC PROJECT

TitleTOUCH THE MUSIC PROJECT
ClientHYUNDAI MOTOR COMPANY
Product / ServiceHYUNDAI SONATA
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

The Campaign

We developed a music seat, also known as Touchable Music Seat which transfers music into vibrations for the hearing-impaired. With the Music Seats, we held a concert for the hearing-impaired and we donated the seats to deaf-mute schools nationwide

Success of the Campaign

As the Music Seat gets better known to public, more online donations were gained. As a result, more Music Seats were donated to places need. It gave a great touch with a new approach what Motor company could do. Also, the sincerity in the film impressed consumers which led them to participate more on online donations. Therefore, the actual brand image rose by 26 percents. - 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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We viral non-fiction brand film on online and we let public to participate in online donation through Facebook ‘likes’. To achieve those above, we displayed the Music Seat and broadcasted with music sources donated by K-Pop stars to expose our brand film to public. To achieve those above, we displayed the Music Seat at retailer shops. Also, we broadcasted in media, with music sources donated by K-Pop stars, to expose out our brand film to public.

Credits

Name Company Position
Song Eun Sung Sogang University Technical Supervisor
Kim Hyung Kyun Planit Producer
You Seong Jae Planit Director
Kim Bae Sung Innocean Worldwide Agency Producer
Lim Hoon Innocean Worldwide Art Director
Hwang Young Ho Innocean Worldwide Art Director
Kwon Sung Chul Innocean Worldwide Art Director
Kang Suk Kyung Innocean Worldwide Copywriter
Kim Se Hee Innocean Worldwide Copywriter
Shin Yeo Reum Innocean Worldwide Copywriter
Moon Bo Sung Innocean Worldwide Planner
Lee Jung Mi Innocean Worldwide Account Manager
Lee Young Jin Innocean Worldwide Advertiser's Supervisor
Yang Su Kyoung Innocean Worldwide Account Supervisor
Kim Jung A Innocean Worldwide Creative Director
Kim Hye Kyoung Innocean Worldwide Executive Creative Director
Han Jeong Seok Innocean Worldwide Chief Creative Officer