THE QUIET TAXI

Innovation Spike

Case Film

Presentation Image

TitleTHE QUIET TAXI
BrandHYUNDAI MOTOR GROUP
Product / ServiceHYUNDAI MOTOR GROUP
CategoryA03. Scalable Innovation
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

Why is this work relevant for Innovation?

Through this campaign, Hyundai Motor Group suggests a vision of future where technological advancement does not stop at merely improving products; that it can change the society for the better. By producing The Quiet Taxi only using technology that could be adopted en masse in near future, the campaign is more than a charitable work of a corporation – it is a symbol of dream for 300,000 deaf people. In that regard, “The Quiet Taxi” campaign continues to expand upon the pursuit of Hyundai Motor Group’s ethos – “freedom of mobility,” for all.

Background

It has been a while since it was made possible for deaf people to achieve driver’s licenses. However, it was only in June of 2010 that deaf people were given rights to achieve driver’s licenses for taxis. The reason Mr. Lee was able to become the first deaf taxi driver only in August of 2018, was the social stigma that deaf drivers may be dangerous. Deaf drivers are not all that different from non-deaf drivers in terms of accident rates and driving skills. However, to make up for their lack of hearing, they are required to increase reliance on their sight, which in turn leads to increased fatigue. In addition to that, not being able to correctly identify the source of the sound often leads to misunderstandings on the road. Hyundai Motor Group decided to change this situation for better, using technology.

Describe the idea

Hearing impaired drivers have difficulties correctly identifying sounds, but have relatively heightened sense of sight and touch. The researchers at Hyundai Motor Group thought it would help the drivers if there was a mechanism to translate sounds into visual/tactile cues to deliver information to deaf drivers.

What were the key dates in the development process?

Aug. 2018 Lee Dae-ho becomes a taxi driver Sept – Nov. 2018 : The Quiet Taxi development goes underway - AI algorithm to learn external sounds and to analyze them - Central computer system development - HUD pictogram & UI design - Field test Dec. 2018 : The Quiet Taxi begins driving in the streets Jan. 2019 : Advertisement aired for a month

Describe the innovation/technology

The main technology behind The Quiet Taxi is detection and analysis of audio using sensors on the outside. The audio data is then translated into tactile and visual cues, and delivered to the driver. Various situations and sounds, which has been ingrained into the AI system using machine learning, is able to accurately identify different types of sirens. Once identified, the signal is then processed through AVC(Audio-Visual Conversion) technology, and visualized on the steering wheel LED and HUD pictogram. Navigational information is also displayed through the steering wheel, and HUD. In addition, the distances to obstacles on the road are delivered through ATC (Audio-Tactile Conversion) technology. Distances measured through front and rear sensors are delivered as vibrations through the steering wheel. For deaf drivers who rely solely on their vision to drive, this technology serves to deliver various information to the steering wheel and HUD, which contains the drivers’ focus in a singular area. This technology is especially useful to deaf drivers, as it would cause less fatigue in driving.

Describe the expectations/outcome

The Quiet Taxi campaign saw an active, voluntary exposure by viewers of the campaign, who made over 6.61 million impressions organically, without any budget used on mainstream media. It was also published on more than 189 local publications, and 58 publications internationally. The Quiet Taxi film had an engagement rate that was over 40 times that of PR films by other companies, and consisted of 97% positivity. 31% of comments directly complimented Hyundai Motor Group, which saw an increase in brand image as a result of this campaign. The biggest achievement of this campaign, however, was the public sentiment towards deaf drivers. The general populations’ pessimistic view have changed into a supportive one for the deaf drivers, leading to an increase from 1 deaf taxi driver, to a fleet of 12.

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