Title | CAR CURLING |
Brand | HYUNDAI MOTOR COMPANY |
Product / Service | HYUNDAI MOTOR COMPANY |
Category | D02. Use of Branded Content created for Digital or Social |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation 2 | HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA |
Media Placement | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
PR | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
PR 2 | HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA |
Production | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Production 2 | MOG COMMUNICATIONS Seoul, SOUTH KOREA |
Production 3 | ALLEYSQUARE SEOUL, SOUTH KOREA |
Production 4 | VIXEN STUDIO Seoul, SOUTH KOREA |
Production 5 | AUDIOLAB Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Suk-Bum Hong | HYUNDAI MOTOR COMPANY | Project Manager |
John Yu | HYUNDAI MOTOR COMPANY | Project Manager |
Mike Jin | HYUNDAI MOTOR COMPANY | Project Manager |
Esther Choi | HYUNDAI MOTOR COMPANY | Project Manager |
Jeremy Craigen | INNOCEAN WORLDWIDE | Chief Creative Officer |
Jung-A Kim | INNOCEAN WORLDWIDE | Executive Creative Director |
Sung-Kyu Lee | INNOCEAN WORLDWIDE | Creative Director |
Yoon-Ju Lee | INNOCEAN WORLDWIDE | Copywriter |
Tae-Hwan Lee | INNOCEAN WORLDWIDE | Art Director |
Chan-Ho Park | INNOCEAN WORLDWIDE | Art Director |
Seung-Ha Rhee | INNOCEAN WORLDWIDE | Copywriter |
Jake Choi | INNOCEAN WORLDWIDE | Translator |
Wook-Sang Ryu | INNOCEAN WORLDWIDE | Account Director |
Si-Man Kim | INNOCEAN WORLDWIDE | Account Manager |
Jae-Shin Kim | INNOCEAN WORLDWIDE | Account Executive |
Sun-Yeong Park | INNOCEAN WORLDWIDE | Account Executive |
Eun-Jung Kim | INNOCEAN WORLDWIDE | Account Executive |
Min-Suh Kang | INNOCEAN WORLDWIDE | Account Executive |
Sung-Hyun Cho | INNOCEAN WORLDWIDE | Account Executive |
Hae-In Kim | INNOCEAN WORLDWIDE | Account Executive |
Joung-Jin Park | MOG COMMUNICATIONS | Project Manager |
Won-Hee Chung | MOG COMMUNICATIONS | Creative Director |
Hyun-Kyu Park | MOG COMMUNICATIONS | Account Executive |
Kay Woo | ALLEYSQUARE | Producer |
Ki-Ryong Park | ALLEYSQUARE | Director |
Sung-Jeen Bak | ALLEYSQUARE | Cinematographer |
Kwang-Seo Kim | VIXEN COMMUNICATIONS | Chief Editor |
Jun-Ho Lee | VIXEN COMMUNICATIONS | 2D Supervisor |
Byoung-Jae Kim | VIXEN COMMUNICATIONS | 2D Artist |
Hyun-Woo Lim | AUDIOLAB | Sound Designer |
Korean people enjoy Curling and are well-versed in the rules of the game. 2018 also happened to be a year in which the Winter Olympics were held in Korea. Inspired by the games, Hyundai Motor Company came up with an interesting idea to raise awareness and compliance rate of the car stop lines. Car Curling was that idea. Much like the real Curling which players win by making the stones stop at specific places, Car Curling is a game players win if the cars stop before the stop line.
1. Pre-launch promotion 2. Online Car Curling Game / Live broadcasts from celebrities / Offline Olympic Mascot Event 3. Points gathered in the game converted in to real money and donated to Paralympic Curling Team
The highest level of stop line compliance was at 92% 2018.02.01 Stop line compliance : 73% 2018.02.18 Stop line compliance : 92% [In front of DDP during Olympic Winter Games PyeongChang 2018] Total number of participants : 1,835,480 Total number of views : 2,008,648 Number of likes : 668,632 Total amount donated : KRW 99,698,100
Car Curling is a multi-faceted campaign that was spread across different media channels, through website and social media channels, as well as streaming media and offline promotion.
The campaign was executed during Pyeongchang Winter Olympics, when the interest in Curling was at its peak. DDP, the chosen location, is a famous landmark in Seoul that boasts a heavy amount of human and car traffic. We also had Korean celebrities participate in the campaign, all the while broadcasting it live, to draw out participation from many people.