The Campaign

1) Easier, with nickname : - BSD [bsd], AEB [æb],and LKAS [elkas]. Complicated Safety Technology titles turn into a simple pronunciation with easy and simple phonetic symbols. This gives an attractive nickname to each technology. 2) More interesting, with character : - Characters suitable with their nicknames were made and drawn on the mouth using the <Lip Art> technique. Laboratory-born technologies only shown inside the vehicle have come to life with their unique character. 3) More harmonious, with a capella : - Variety of characters harmonizing with their nicknames, that is how the a capella <Harmony of safety> was born to portray the easiness and enjoyment of the safety technology.

Creative Execution

1) Naming : Nicknames (ex: LKAS) were given to replace the complicated Safety Technology (ex: Lane Keeping Assist System). 2) Characterizing : strong, relaxed, nimble, and smart characters (with thick, high, soft, and sharp voices) were given based on the characteristics of the technology. 3) Harmonizing : Every single technology came together as a team to sing the a capella <Harmony of Safety>. 4) Presentation : Main film presents how the well-designed characters assemble with the Safety Technology to lead the enjoyable drive. Two films were made to show how the technologies work as a team to keep the driver safe in real life situations. Short clips were made for each technology to let the users understand the mechanism easily. 5) Platform : To let the users understand and notice which safety technology has been applied to which vehicles, each of the characters has given the place where they have been used.

2 months after the campaign launching on June. 7. 2016, Main Film recorded 15,000,000 views on YouTube followed by supplementary technology clips reaching 246,000 views in total. Variety of comments was given with the positive opinions from the articles. Well, the most important outcome is that Safety Technology is no longer a complicated and boring topic since the Hyundai’s <Harmony of safety> is spreading through people’s voice.

Hyundai’s Safety Technology is different from the formal contents dealing with one or two professional technologies. The slogan, <You go, we go>, collaborates every technologies needed to keep the driver safe and makes the Safety Technology easy to understand and enjoy.