WRC REAL PLAY

TitleWRC REAL PLAY
BrandHYUNDAI MOTOR COMPANY
Product / ServiceHYUNDAI I20 WRC
CategoryE02. Virtual Reality (VR)
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation 2 HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
Production MOG COMMUNICATIONS Seoul, SOUTH KOREA
Production 2 GOLD BEAR Seoul, SOUTH KOREA
Production 3 LINEHOLIC Seoul, SOUTH KOREA
Production 4 HERREN DER SCHÖPFUNG GMBH Frankfurt am Main, GERMANY

Credits

Name Company Position
Ki Young Kim INNOCEAN Worldwide Executive Creative Director
Sang Hyun Lim INNOCEAN Worldwide Creative Director
Suk Kyung Kang INNOCEAN Worldwide Copywriter
Jae Seok Lee INNOCEAN Worldwide Art Director
Seung Yun Cha INNOCEAN Worldwide Copywriter
Hyun Jung Baek INNOCEAN Worldwide Project Manager
Bomi (Bonnie) Im INNOCEAN Worldwide Project Manager
Jin Jae Lee INNOCEAN Worldwide Planning Manager
Carsten Staufenbiel INNOCEAN Worldwide Europe Manager
Jong Pil Kim INNOCEAN Worldwide Executive Director
In Jeong Choi INNOCEAN Worldwide Digital Creative Director
Tae Hong Park INNOCEAN Worldwide Manager

The Campaign

As much as viewing the various rally cars compete at the WRC from an audience point-of-view, every motor sports fan would dream of actually riding a rally car. Additionally, sitting in a Hyundai i20 WRC in motion with the official Hyundai Motorsport team's driver behind the wheel would be every fan's dream. All this in 1st person, 360 degree view would provide a fully immersive experience to the viewers. Furthermore, to give our customers and fans a chance to experience the i20 WRC in full motion, we mapped the rally car's real motion data and the 360 degree video onto a 4D simulator for a true 4D VR experience.

Creative Execution

WRC is known to be one of the world’s toughest categories in motor sports. Hyundai joined the WRC for the first time to prove Hyundai’s performance competency and shift the brand image into the high-performance area. However, physically attending the WRC is a rare experience only dedicated fans or locals are privileged to enjoy. We needed to remove the physical barrier of having to travel to various countries to experience the WRC in person. Virtual Reality (VR) was utilized to break down this obstacle. Customers experienced what it’s like to be sitting in a moving i20 WRC rally car as a Hyundai Motorsport team’s official co-driver, all in 360 degree view. Additionally, a 4D simulator that mirrored the simultaneous motion of a rally car was used to maximize the VR experience. Using VR’s characteristics, a reality only the privileged can enjoy was transformed into an easily accessible experience anyone can enjoy. Multiple channels were utilized to provide a truly immersive VR experience to our global customers: 1) The Hyundai VR+ mobile application gives anyone with a supporting mobile device the opportunity to experience what it would feel like to ride in a moving i20 WRC with a professional driver. 2) A branded VR cardboard was developed and given out to visitors at offline events to allow visitors to continue the experience in the comforts of their homes. 3) The 4D VR experience simulator gives customers an opportunity to virtually "ride" the i20 WRC along with the motion of the rally car. The unit was showcased at '15/'16 Frankfurt, Beijing, Dubai and Geneva motor shows and promotion booths at 13 WRC rallies. The project is still ongoing today and many global users continue to experience the i20 WRC either through the HYUNDAI VR+ mobile application or 4D VR experience simulator.

Links

Application URL   |   Application URL   |   Video URL   |   Video URL   |   Supporting Webpage