CHATTY SCHOOL BUS

Short List
TitleCHATTY SCHOOL BUS
ClientHYUNDAI MOTOR COMPANY
Product/ServiceHYUNDAI PR
CategoryD04. Digital Installations
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

The Brief

Cost of media - USD 350,000 Cost of production - USD 350,000 Total budget - USD 700,000

Creative Execution

- Modification and operation of the school bus of Chungju Sungshim School for the hearing-impaired - An user interface that serves as a non-verbal communication platform : Based on an universal design that stems from an experience most people share, that would allow for easy usage - Turtle character : A large number of students had turtles as pets, so turtle was chosen as the friendly representative of UI. This character serves as a guide so the students can use the window intuitively - 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

Describe the success of the promotion with both client and consumer including some quantifiable results

- The most boring commute hours, which in itself is a brand experience, was transformed into the most fun time of the day - 35% of Korean population viewed the campaign film - 2M people participated in social funding for producing the ‘Chatty School bus picture book’. - People who were inspired by the school bus design and 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.

Explain why the method of promotion was most relevant to the product or service

Hyundai Motor Group(HMG) believes that the ultimate brand experience, is the one that people experience inside of a Hyundai vehicle. This campaign was the world’s first campaign that aimed at providing the socially marginalized class, who are usually exempt from enjoying vehicular experiences, the joyous brand experience that only Hyundai could provide.

-Designing the optimal UX after extensive research and interviews with the students, their parents and their teacher. - To give the students a surprise gift, by modifying their everyday school bus into a completely new and entertaining transportation experience. - Under Hyundai’s slogan ‘Together for a better future’, we wanted the public to become aware of these students and the hardships they endure

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 EXECUTIVE PRODUCER
JIUK KO ELIOT EDITOR
BONGKWON JANG DR.HOOK SOUND DESIGNER
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