BUILD STATION

TitleBUILD STATION
ClientHYUNDAI MOTOR COMPANY
Product / ServicePUBLIC SERVICE
CategoryC03. Exhibitions / Installations
Entrant2STORY SEOUL, SOUTH KOREA
Idea Creation HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
Idea Creation 2 2STORY SEOUL, SOUTH KOREA
Production 2STORY SEOUL, SOUTH KOREA
Production 2 FIRST PENGUIN SEOUL, SOUTH KOREA

The Campaign

As a means of transportation for the people, and as a space of various life style experiences, we believe automobile can move for people even after it is scrapped. We created a space that plays the role as dream mover to help children achieve their dreams using immovable scrapped cars. To make bus stop at blind spot to stand out at any direction, the space was remodeled. Also, to recycle resources, we used unusable components and body of scrapped car to create a bus stop where children can safely and comfortably wait for bus.

The Brief

- Overall budget 84,008.56 (SGD) - Materials purchase cost – 6,630.65 (SGD) *Purchase cost of car frame/ wheel / tire / seat / floor deck, lawn and other materials - Car remodeling expense – 15,816.24 (SGD) *Car interior and exterior renovation expense / wheel, frame cut and reinforcement expense / car and bus stop painting expense - Design cost – 2,433.27 (SGD) - Base construction expenses – 4,440.71 (SGD) *Removing tree and obstacles / Ground flattening / Base concrete construction - Excavator and crane operation expense – 6,022.34 (SGD) - Viral video making(Media) – 31,389.15 (SGD) - Village party expense – 15,816.24 (SGD) *Stage production/ food / portable kitchen rental / karaoke machine rental / professional MC casting - Operation expense including prior consultation and exploration expense – 1,459.96 (SGD)

Creative Execution

Club members who learned about closing and unification of small schools visited Gangwon-do, chose the most dangerous bus stop for children. As bus stops are covered with trees and grass, bus drivers are unable to see the stop and pass by it. Thus, base construction around the stop was conducted for a week. We searched for scrapped car that could be recycled as a dream mover of children for 2 weeks and purchased one at a junkyard. Interior materials were removed, and it took a week to make deck for children to rest and playground by reinforcing and making frames. On the last day of installation, we painted mural on car and bus stop with children who use the bus stop. Build station was finished in 50 days as about 50 Hyundai Motor Club members took part in excavator work for bus stop base construction, car remodeling and mural painting.

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

The story of buildstation recorded 100 thousand views in a month on Youtube, and compared to the last social contribution project, the Youtube view increased 2070%. It was introduced in newspaper 2 times, and 69 times on online news and the story of social contribution activity of our motor club became popular. Also, the buildstation project which created safe bus stop for children, it was introduced as an environmental beautification case. With request/complaints of residents of Gangwon-do, the provincial government has been autonomously conducting bus stop improvement project and establishing promotion plan step by step. There are total 130 bus stop improvement projects ongoing out of 380 bus stops in Gangwon-do. 8 Bus stops are already improved and 92 bus stops are under construction.

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

Hyundai Motor Club promoting this buildstation is an automobile club composed of royal customers(fans) of Hyundai Motors. The club holds social contribution event every year under one theme to deliver the joy of transportation for the mobility handicapped with Hyundai Motors. The theme of 2018 is a social contribution activity for children from area with less favored transportation, the buildstation project which was successful. Hyundai Motors created CSR advertisement for brand PR by sponsoring activities of Hyundai Motor Club for the improvement of local towns along with the improvement of brand image.

To throw away the negative anti-Hyundai Motors image, the brand did not come forward to domestic customers. Instead, FAN(ordinary people) came forward to deliver the sincere brand image. Also, social contribution activity that concerns social issue could deliver sincere message of Hyundai Motors sponsoring dreams of children, the leaders of future to domestic consumers followed by high level of attention.

Credits

Name Company Position
Yang Jungah 2STORY Chief Creative Officer
Kim Dukhoon 2STORY Creative Director
Cho Minhyuk 2STORY Account manager
Yun Honggil FIRST PENGUIN Director & Producer
Kim Hyangeun FIRST PENGUIN Director&Producer
Kim Juhyun Hyundai Motors Club Club Chairman
Lim Hyeonjung Hyundai Motors Club Volunteers Director
Links
Video URL