KIDS MOTOR SHOW

TitleKIDS MOTOR SHOW
BrandHYUNDAI MOTORS
Product / ServiceCAR
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 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
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 Executive
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.

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.

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

The Situation

Hyundai Motors wanted to foster a good brand image with children, our future customers. So we built 15 real cars exactly the way children imagined them, and hosted a motor show just for kids. There was zero publicity budget, yet it earned coverage from over 140 media outlets as the world's first kids motor show, and YouTube views increased by 7,300%. Social media garnered 95% positive comments. Through the Kids Motor Show, Hyundai Motors fostered a great image, not just to the kids, but also to their parents.

The Strategy

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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