The Campaign

- 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. - Thus, we needed to make a social issue and remind the issue through PR.

The Brief

- Let’s give a joyful experience of driving with music to people with hearing impairments as well. - To realize this, we drew online donation participants by more active PR

Results

Result: - The world first ever music concert for the hearing-impaired was held and over 5,000 participants were attended - Currently, more than 150 news articles have been released. - The brand film had over 3 millions 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. - As a result, brand image has increased by 26 percents.

Execution

- We spread non-fiction brand film. Also, as we gain 1,000 likes, Touchable Music Seat is donated to places need such as deaf-mute school. - To achieve those above, we displayed the Music Seat at retailer shops by collaborating with Coffee Bean. - Also, we broadcasted in media, with music sources donated by K-Pop stars, to expose out our brand film to public. - May 25, 2013: we organised the first ever music concert for the music impaired. For the first time in their lives they listened and danced with the music like anyone else.

The Situation

- 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. - Thus, we needed to make a social issue and remind the issue through PR.

The 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.