CHATTY SCHOOL BUS

Silver Spike

Case Film

Presentation Image

TitleCHATTY SCHOOL BUS
ClientHYUNDAI MOTOR COMPANY
Product/ServiceHYUNDAI PR
CategoryA05. Automotive
EntrantHYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production PLANIT PRODUCTION Seoul, SOUTH KOREA
Production 2 TRUMAKUS Seoul, SOUTH KOREA
Production 3 ELIOT Seoul, SOUTH KOREA
Production 4 DR. HOOK Seoul, SOUTH KOREA

The Campaign

Let’s install a non-verbal communication channel on to the school bus! - A way to talk with a friend sitting in a seat far away - A way to send pictures and letters to friends - Selfies taken with the camera installed on the window can be sent to the parents’ phones

Execution

- Modification and operation of the school bus of Chungju Sungshim School for the hearing-impaired - A film developed of the hearing-impaired students’ experiences with the bus, and uploaded online - A picture book developed based on the stories of the film, that was crowdfunded voluntarily by the public, and also marketed by the public - Participation of various celebrities on podcasts and social media channels in promoting the campaign

- 35% of Korean population viewed the campaign film. - Public image of HMG rose to 91% positive. (Whereas before the campaign, it was mostly negative) - Many expressed their gratitude to HMG for developing a technology that addresses a societal problem. - 2M people participated in social funding for producing the ‘Chatty School bus picture book’. - People inspired by the campaign filed for a petition against the government demanding more institutions for the impaired, and as a result the government announced its plans to build 2 new special schools and to instate 66 special classes within regular schools, by 2022.

The Situation

Hyundai Motor Group(HMG), under the slogan “Together for a better future”, has been trying to effectively instill a positive group image within the public. “Chatty School Bus” campaign is one of those efforts, and a CSR campaign that focuses on the students with impairments, a marginalized class within Korean society. Many people related to, and cheered for, the said students and the vision of HMG behind the campaign.

The Strategy

- Providing a solution that is uniquely Hyundai, for the problem students with impairments face - To make the public aware of the problem, and to give them a chance to participate and to promote the cause - To actively utilize the influence celebrities exert on the public

Credits

Name Company Position
JEREMY CRAIGEN INNOCEAN WORLDWIDE CHIEF CREATIVE OFFICER
JUNG-A KIM INNOCEAN WORLDWIDE EXECUTIVE CREATIVE DIRECTOR
SUNG-HUN MOON INNOCEAN WORLDWIDE COPY WRITER
DOYU YANG INNOCEAN WORLDWIDE COPY WRITER
MINHAE KIM INNOCEAN WORLDWIDE COPY WRITER
NARI MOON INNOCEAN WORLDWIDE ART DIRECTOR
JAEEUN KIM INNOCEAN WORLDWIDE ART DIRECTOR
JIYON RHIM INNOCEAN WORLDWIDE ART DIRECTOR
SEONHWA HWANG INNOCEAN WORLDWIDE CREATIVE DEVELOPER
HYE-DONG ROH INNOCEAN WORLDWIDE CREATIVE DEVELOPER
SUNGWOO KIM INNOCEAN WORLDWIDE CREATIVE DEVELOPER
BAE-SUNG KIM INNOCEAN WORLDWIDE AGENCY PRODUCER
JONG-PIL KIM INNOCEAN WORLDWIDE CHIEF OF CAMPAIGN DIRECTOR
JUNG-HWAN KIM INNOCEAN WORLDWIDE EXECUTIVE CAMPAIGN DIRECTOR
ZU-YOUNG PAE INNOCEAN WORLDWIDE CAMPAIGN DIRECTOR
YOON-HEE KIM INNOCEAN WORLDWIDE CAMPAIGN PLANNER
YOO-LEE CHOE INNOCEAN WORLDWIDE CAMPAIGN PLANNER
JI-HYE BAE INNOCEAN WORLDWIDE CAMPAIGN PLANNER
DONG-JUN PARK HYUNDAI MOTER GROUP MANAGER
DONGHA KIM PLANIT PRODUCTION DIRECTOR
JIUK KO ELIOT EDITOR
BONGKWON JANG DR.HOOK SOUND DESIGNER
MINPYO CHOI PLANIT PRODUCTION EXECUTIVE PRODUCER
BYEONGJIN YANG TRUMAKUS GAFFER
SOLJI CHOE PLANIT PRODUCTION FILM PRODUCER
SANGSEON PARK PLANIT PRODUCTION PRODUCTION DESIGNER
JUNHYEONG CHO ELIOT COLORIST
MINGYU PARK ELIOT FLAME ARTIST
MINJEONG KIM ELIOT POST PRODUCER
DAEHYUN KIM DR.HOOK SOUND STUDIO PRODUCER
DOHYEON KIM TRUMAKUS DIRECTOR OF PHOTOGRAPHY
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