KIDS MOTOR SHOW

Short List
TitleKIDS MOTOR SHOW
BrandHYUNDAI MOTORS
Product / ServiceCAR
CategoryE03. Experience Design
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production INNOCEAN Seoul, SOUTH KOREA

Credits

Name Company Position
dong ha, Kim Kezr Director
hyun jong, KIm Kezr Assistant Director
sung won, Jung Planit Executive Producer
ji hyeon, Nam Planit Producer
won jin, Seo Planit Producer
sung woo, Jeon Kezr Director of photography
ho jun, Um Kezr Camara assistant
sang il, Kim Kezr Lighting Director
nam yoon, Park Vixon- studios 2D
jun yong, Lim Stone sound Recording
DONG HYUN, KWON FREELANCER PRODUCER
JUN HO, BAE FREELANCER ART DIRECTOR
MI HO, MAENG FREELANCER ART DIRECTOR
SOO DA CHIEF PRODUCTION DIRECTOR
DONG SOO, HA 2STORY ACCOUNT MANAGER
MEE SUN, LEE 2STORY ACCOUNT MANAGER
DONG HYUN, YOON RABBIT SPACE MANAGING DIRECTOR
JEREMY CRAIGEN INNOCEAN Worldwide Chief Creative Officer
JUNG A KIM INNOCEAN Worldwide Executive Creative Director
SUMMER SHIN INNOCEAN Worldwide Copywriter
YOUNGHO HWANG INNOCEAN Worldwide Art Director
JUNKYU LEE INNOCEAN Worldwide Copywriter
MIZIN LEE INNOCEAN Worldwide Art Director
SANGKWON PARK INNOCEAN Worldwide Art Director
GAHONG CHOI INNOCEAN Worldwide Copywriter
SEUNGHA RHEE INNOCEAN Worldwide Copywriter
MINJU GO INNOCEAN Worldwide Art Director
BAESUNG KIM INNOCEAN Worldwide Producer
JONGPIL KIM INNOCEAN Worldwide Sr. Account Director
Jeonghwan Kim INNOCEAN WORLDWIDE Sr. Account Director
CHOONG SHIK NAM INNOCEAN Worldwide Account Director
ANDREA EU INNOCEAN Worldwide Account Executive
HAN SOO HYUN INNOCEAN Worldwide Account Executive
Hyun Joo Kim INNOCEAN Worldwide Account Executive
Kim San INNOCEAN Worldwide Account Executive

The Campaign

Turn the scribbly scrawly drawings of children into real cars and launch the world’s first motor show just for kids.

Creative Execution

From more than 7,300 entries, 15 were chosen. 25 engineers and designers committed themselves to following the children's drawings precisely. 1/2 scale drivable cars were produced. A genuine motor show was held at the most popular exhibition hall in Korea. Children took the lead in the whole process : from designing the car and production, to the unveiling and presentation at the show.

Results

YouTube views increased by 7,300% (Compared to average Kids Hyundai channel views) 95% positive comments Covered by over 140 media outlets New record motor show attendance by kids New record exhibition hall attendance Set to globally expand in 2017

Hyundai Motors wished to raise brand affinity through direct communication with our future customers, the children. So Hyundai Motors’ engineers and designers had a long talk, and in the end, they built 15 real cars exactly the way children imagined them. And, for more children to actually drive and experience these cars, we launched the world's first Kids Motor Show. This is a story about a motor show that kids actively engaged with, and attended in record numbers.

To nurture a positive relationship, and help children grow closer to Hyundai Motors, we did youth marketing from a child's point of view. Because growing our children's affinity to the Hyundai Motors brand cultivates our future customers.

Links
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