TOUCH THE MUSIC PROJECT

TitleTOUCH THE MUSIC PROJECT
BrandHYUNDAI MOTOR COMPANY
Product / ServiceHYUNDAI SONATA
CategoryA01. Event & Field Marketing
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

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

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.