TOUCH THE MUSIC PROJECT

TitleTOUCH THE MUSIC PROJECT
ClientHYUNDAI MOTOR COMPANY
Product / ServiceHYUNDAI SONATA
CategoryA03. Best Use of Live Events and/or Celebrity Endorsement
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

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.

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