MINI SONATA

TitleMINI SONATA
BrandHYUNDAI MOTOR COMPANY
Product / ServiceSONATA
CategoryA03. Cars & Automotive Products & Services
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 PLANIT PRODUCTION Seoul, SOUTH KOREA
Production 2 GIANT STEP Seoul, SOUTH KOREA
Production 3 ASAP Seoul, SOUTH KOREA
Production 4 STONE SOUND Seoul, SOUTH KOREA
Production 5 EDITIN Seoul, SOUTH KOREA
Production 6 617 Seoul, SOUTH KOREA
Production 7 VIXEN STUDIO Seoul, SOUTH KOREA

Credits

Name Company Position
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
TAEYONG KIM INNOCEAN Worldwide Executive Vice President
HEEGON SUH INNOCEAN Worldwide Sr. Account Director
CHULSEOK CHOI INNOCEAN Worldwide Director
JEONGTAE LEE INNOCEAN Worldwide Sr. Account Manager
SEONHWA HWANG INNOCEAN Worldwide Account Manager
ROUN LEE INNOCEAN Worldwide Account Executive
GUNWOO OH INNOCEAN Worldwide Sr. Account Manager
KYUNGTAE KIM INNOCEAN Worldwide Sr. Account Manager
HYUNGKYUN KIM Planit Production Executive Producer
JUHEE LEE Planit Production Producer
KIHWAN HWANG 617 Director
JONGGEUN HAN 617 Assistant Director
KOZZY kozzy film Director Of Photography
SUNGNAM PARK hong's lighting Gaffer
MISUN OH TEAMOHMISUN Art Director
YURI JUNG Giantstep Editor
WONHEE CHO ASAP Sound Supervisor
SEJIN YOU Editin Editor
WONSEOK KO post LUCID colour Colorist

The Campaign

Mini SONATA is invented for kids include the visually impaired to give a driving pleasure. A Lidar sensor at the front of Mini SONATA judges a location, a route of a car and detects obstacles. Mini SONATA informs circumstances by sound and vibration to recognize the road conditions which make drive possible without looking. Mini SONATA can be classified as a brand new car which makes driving with free will possible beyond the autonomous vehicle.

Creative Execution

For a year and 5 months, Hyundai Motor Company researchers developed the Mini SONATA, actively reflecting opinions from teachers and students of school for the blinds as much as possible. Not only did we develop Mini SONATA, at an one of Koreas largest amusement park, Seoul Grand Park, we have built ‘Mini SONATA Playground’ on 2025m-square-foot piece of land to allow as many kids to experience this newly developed vehicle. Mini SONATA Playground has been test opened last October, and finally opened to the public this year, March 19th.

Numerous Medias and SNS have praised on the fact that it is an innovative car that gives a driving pleasure to everyone. After 3 month opening of the playground, total visitor of 716,627 have visited, and 3,003 kids have experienced the Mini SONATA. It’s popular to both kids and parents.

The Mini SONATA is a powerful form of media reports a message of dream and hope through driving pleasure, not just a little car. It gives visually impaired kids not just a driving pleasure by diving on their own, hope that they can do everything regardless of disorders also.

Insights, Strategy and the Idea

Although it may look as a CSR project for the visually impaired kids, we targeted non-visually impaired kids and us all also. As the campaign needed continuous participation and experience from kids, rather than promoting on a one-time media, we created the Mini SONATA Playground as our media for the Mini SONATA Project. At here, visually impaired and non-visually impaired kids can play at exact same place, experiencing the same experience as each other. We wanted everyone to realize that visually impaired kids doesn’t lack in ability, but just different in forms of seeing.

Links
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