The Brief

[Background & Challenge] - 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.

Describe how the promotion developed from concept to implementation

[Idea] 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

[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.

Explain why the method of promotion was most relevant to the product or service

It is because, we are the most popular motor brand in South Korea, so we wished to do a brand activity for the socially weak that none of them to be marginalized.