HUG BELT

TitleHUG BELT
BrandHYUNDAI MOTORS
Product / ServiceSANTA FE
CategoryB02. Promotional Item Design
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production 2 WALKING IN MIND Seoul, SOUTH KOREA
Additional Company HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA

Credits

Name Company Position
Jung-A Kim Innocean Worldwide Executive Creative Director
Sung-Chul Kwon Innocean Worldwide Creative Director
Se-Hee Kim Innocean Worldwide Copywriter
Jong-Kyu Myung Innocean Worldwide Art Director
Yun-Mi Kang Innocean Worldwide Art Director
Jung-Whan Kim Innocean Worldwide Chief Marketing Director
Jin-Won Lee Innocean Worldlwide Marketing Director
Eun-Jung Lee Innocean Worldwide Marketing Manager
Jung-Sup Song Innocean Worldwide Marketing Manager
Ro-Un Lee Innocean Worldwide Marketing Manager
Bong-un Jeong Walking on the Blue Director
Eun-Bi Chung Walking on the Blue Assistant Director
Hyo-Joong Jang Walking in Mind Executive Producer
Sang-Hyeon Park Walking ing mind Producer
Tae-Ho Oh Walking in mind Line Producer
Jin-Hyung Ryu Free Director Of Photography
Mun-Ho Heo Union Gaffer
Jeong-Yun Cho Amuse Art
Gyeong-Jong Cho GOLOCATON Location
Youg-Jae kim GIANT STEP Edit
Dong-Hwan Lee GIANT STEP Lead Flame Artist
Won-Seok Ko Lucid Colour Colorist
Jae-Seung Yoo Audiolab Sound Supervisor

Background

The biggest difficulty for parents driving a child is fasten the seatbelts. Kids don't want to wear stuffy, uncomfortable seatbelts. Parents are suffering from this. Although the Korean government enforced a mandatory seat belt for all seats, The rate of wearing is still insufficient. The seat belt rate in the back of Korea is 30 percent. It ranks 32nd among OECD countries. We decided to create a more fundamental solution that could change the behavior of these children. Making children wear seat belts on their own. A total of 10,000 special seatbelts were made with a budget of about 250 million KRW.

Describe the creative idea (40% of vote)

The idea started with what is more important than developing safety specifications is to nurture children's safety habits. Existing seatbelts makes children frustrating and uncomfortable who are still small. So, they decided to make a special seat belt for children to develop their safety habits in a fun and comfortable way. Taking the idea that children like to hug dolls, they made a special seat belt, a hug belt that can hug them like a doll. Hugbelt was distributed to parents aged between 3 and 10 with their children. Parents who drive their young children have more to do with their children's safety than with the design and performance of their cars. It also requires practical and immediate solutions that children need, rather than state-of-the-art safety specifications. By providing the most necessary safety for children and their parents, we have gave to experience the safety of Hyundai Auto Mobile.

Describe the execution (40% of vote)

Hugbelt was distributed to parents aged between 3 and 10 with their children. Parents who drive their young children have more to do with their children's safety than with the design and performance of their cars. Produced through collaboration with the character of the popular Korean animation "Tayo the little bus" has given birth to fun safety belts that children like, such as the length to lean and hold their neck comfortably, the width to hold them in their arms, and safe materials that are no problem when touching the skin.

List the results (20% of vote)

The Hug belt campaign launched from May 15 to June 24, 2019. Approximately 10,000 Hug belts were distributed through an online site after receiving applications through an online site. Children who refused to wear seatbelts hugged and enjoyed them spread through Instagram and Facebook, and the effect of the safety belt between parents spread through word of mouth. The increased requests from customers led to the permanent presence of the hug belts at Hyundai Motor's online product mall even after the month-long promotion period ends.

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