Why is this work relevant for Branded Content & Entertainment?

Hyundai Marine & Fire Insurance, as the #1 insurance company in Korea for child insurance, has a corporate mission to care for children, physically and mentally. To enact this mission, it set out to install ‘Healing Jungle’–digital play wall designed to help with treatment of long-term child patients, and to help the families cope with the stress. It was installed in two of the biggest children’s hospitals in Korea. By installing ‘Healing Jungle’ in spaces closely associated with insurance, Hyundai Insurance was able to allow its most prized consumers, the children and their families, to experience the brand philosophy.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

- By national advertising regulations of Korea, any advertisement that may guarantee a certain health benefits or inadvertently cause damage to citizen health are strictly forbidden. - Most advertisements are pre-screened by relevant institutions, and any expressions/phrases that may cause confusion or misunderstandings by the consumer are strictly controlled.

Describe the target audience and why your work is relevant to them.

‘Healing Jungle’ is more than a simple playground. It’s a custom interactive play wall designed for patients to provide entertainment and aid in the healing process. The contents, designed to aid child patients with physical stimulations and mental wellness, have been developed in consultations with pediatricians, nurses and rehabilitation professionals.

Background

The average treatment period of pediatric cancer patients is almost two years and a half. Most of the time they are waiting for their treatments laying on their beds, doing nothing except only watching smartphones and televisions. The lack of those children’s physical activities, in turn, leads to mental stresses that cause negative effects to their health improvement. Hyundai Insurance wanted to make a special playground for them to help boost their physical abilities and lower stresses come from painful treatment.

Describe the creative idea

- Technology : The interactive wall, utilizing motion sensor technology that reacts in real-time to children’s movements, is installed in a prominent and oft-visited hallway. (*Motion sensors were used to prevent possible infections through direct contact) - Contents : The digital playground themed jungle and animals which are familiar to children, to alleviate the fear and stress comes from the images that hospital invokes. It consists of programs that are designed uniquely for child patients’ life patterns at the hospital – afternoon programs to provide much-needed exercises, and evening programs to alleviate the stress of treatments and help with sleep. A total of 11 programs were developed in consideration of patients’ age and their state of physical development.

Describe the strategy

65% of all children in Korea have been hospitalized during their childhood at least once. We focused on the fact that child patients have nothing to do except waiting for treatment inside the limited space of hospital. That’s the exact reason of the creation of Healing Jungle, the digital play wall. It was installed in two of the biggest children’s hospitals in Korea. By installing the ‘Healing Jungle’ in two of the biggest Children’s hospitals in Korea which are most closely related to our work area, We, Hyundai Insurance, decided to let our very important customers (the children and their families) experience our corporate philosophy by themselves experiencing Healing Jungle in real.

Describe the execution

- Garner clue ideas and user insights through in-depth interviews with pediatrics ward staffs, and parents of the patients - 1 year for contents developing in collaborative efforts with contents planner, developers, creators, pediatricians, nurses. 2 months for constructing the physical components. - Dec 24th, 2018 – The first ‘Healing Jungle’ have launched at Seoul Severance Children’s Hospital - Jan 16th, 2019 – The second ‘Healing Jungle’ have launched at Seoul Asan Children’s Hospital, the biggest children’s hospital in Korea, by request - The development process and afterthoughts of child patients and their families who were the real users of ‘Healing Jungle’ were made into a film and an online advertisement for social network platforms. It was uploaded to deliver Hyundai Insurance’s brand values and ethos even to those who did not experience it at first-hand.

Describe the outcome

- An average of 30,000 children experienced within a month - A campaign that was made viral by the child patients and their parents voluntarily through social networks - Installed in children’s hospitals, spaces most closely associated with insurance, the campaign established Hyundai Insurance as a company fulfilling its corporate and societal duties to its most important consumers, children and their families. - Ranked #1 in Brand Reputation Index(BRI) of the Insurance companies in Korea in 2 weeks after the film launching - 12,174,574 Campaign film views (Viewed by 20% of Korea) - Planned to be installed at many more children’s hospitals, after the success at Asan Hospital and Severance Hospital, two of the biggest children’s hospitals in Korea