CAR CURLING

Short List
TitleCAR CURLING
ClientHYUNDAI MOTOR COMPANY
Product/ServiceHYUNDAI MOTOR COMPANY
CategoryA12. Corporate Social Responsibility (CSR) / Corporate Image
EntrantINNOCEAN 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

The Campaign

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.

The Brief

Total budget - USD 800,000

Creative Execution

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

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

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

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

We believe Car Curling was an brand experience event for people, through which they were compelled to tackle a societal problem themselves.

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.

Credits

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
Links
Website URL