Title | THE QUIET TAXI |
Brand | HYUNDAI MOTOR GROUP |
Product / Service | HYUNDAI MOTOR GROUP |
Category | B01. UX & Journey Design |
Entrant | INNOCEAN 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 |
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 |
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.
“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.