THE QUIET TAXI

TitleTHE QUIET TAXI
BrandHYUNDAI MOTOR GROUP
Product / ServiceHYUNDAI MOTOR GROUP
CategoryB01. UX & Journey 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 WALKING IN MIND Seoul, SOUTH KOREA
Production 2 WALKING ON THE BLUE Seoul, SOUTH KOREA
Production 3 EDITIN Seoul, SOUTH KOREA
Production 4 GIANT STEP Seoul, SOUTH KOREA
Additional Company HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA

Credits

Name Company Position
Jung-A Kim Innocean Worldwide Executive Creative Director
Nari Moon Innocean Worldwide Art Director
Doyu Yang Innocean Worldwide Copywriter
Jaeeun Kim Innocean Worldwide Art Director
Jiyon Rhim Innocean Worldwide Art Director
Seonhwa Hwang Innocean Worldwide Creative Technologist
Hye-dong Roh Innocean Worldwide Creative Technologist
Sungwoo Kim Innocean Worldwide Creative Technologist
Bae-Sung Kim Innocean Worldwide Agency Producer
Jinwon Jake Choi Innocean Worldwide Translator
Jong-Pil Kim Innocean Worldwide Chief Marketing Director
Zu-Young Pae Innocean Worldwide Chief Digital Director
You-Lee Choe Innocean Worldwide Account Team
Jina Choi Innocean Worldwide Account Team
Seohyun Kwon Innocean Worldwide Account Team
Bongun Jung Walking on the Blue Production Director
Jung Yoon Walking on the Blue Production Account Executive
Hyo-Joong Jang Walking in Mind Executive Producer
Harim Lee Walking in Mind Producer
Sangho Hong Walking in Mind Director of Photography
Juyoung Choi Walking in Mind Director of Photography
Semin O Walking in Mind Gaffer
Jaeho Lee Editin Editor
Donghwan Lee Giant Step 2D Editor
Jaeseung You Audiolab Sound Designer
Dongjun Park Hyundai Motor Group Digital PR Manager

Describe the creative idea

The level of fatigue deaf drivers experience while driving are much higher than average, because they have to rely only on their vision. In addition to that, not being able to correctly identify the source of the sound was a problem for Mr. Lee as a taxi driver. We developed two systems to provide driving aid, based on the technology that was awarded first prize in HMG R&D Idea festival. They provided tactile and visual feedback, to deaf drivers’ heightened senses of sight and touch. First system analyzes patterns of sounds on the road, using an AI. AVC(Audio-Visual Conversion) technology converts this information into pictograms on the HUD. The steering wheel is also equipped with LEDs that indicate navigational information.Second system uses ATC(Audio-Tactile Conversion) technology that translates the sound data into vibrations through the steering wheel, notifying the driver with new information about external environments, such as distance from obstacles.

Describe the execution

“The Quiet Taxi” started its first drive on December 2018. The entire process of making the taxi was made into a documentary-styled film and launched on January 2019. With the budget of 252.9 million won, the campaign was only promoted on YouTube and domestic video platform for a month. Consumer engagement promotion was executed through Hyundai Motor Group's social networks. We worked with deaf YouTube creator to initiate a viral campaign. Integrative media execution was implemented by introducing Mr. Lee’s story through the voice of a comedian/influencer well known for her good social standing. The campaign was introduced during a popular TV show on which the influencer is a panel of, as well as the podcast channel she broadcasts. It also spread through approximately 200 online parenting communities. The campaign film also made appearance organically on major news channels and was exposed on Korea's 3 biggest websites' main page. Hyundai Motor Group created the technology to be useful not only to the deaf, but to the rest. The HUD & Steering Wheel UX design in particular, which minimized distraction while driving, generated a large amount of interest amongst non-deaf drivers. Pictograms used in HUD showed external sounds and navigational information in a direct, intuitive way. Sirens and horns were displayed on the HUD, with direction and distance, while distance information was delivered via vibrations to the steering wheel. All technology used on “The Quiet Taxi” can be mass-produced, and any car can be retrofitted to function in the same way.

Links
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