Why is this work relevant for Brand Experience & Activation ?

As a national and global motor company, Hyundai Motor Group dominates 90% of market share in the Korean taxi industry. Though Hyundai Motor Group operates many corporate social responsibility programs, public transportation was not an area tried before. Through "The Quiet Taxi" campaign, however, Hyundai Motor Group was successfully able to convey their vision, "Freedom of Mobility," by incorporating the message into people's everyday life experiences.

Background

The goal for this project was to develop a campaign that could communicate Hyundai Motor Group’s philosophy, "Together for a better future," in a technological and tangible way. Our objective was to ultimately position Hyundai Motor Group into a true lifetime partner that provides safe and comfortable driving experiences for everyone. We focused on the fact that it took 15 years for the hearing-impaired to attain rights to drive a taxi in Korea. We found the inspiration for "The Quiet Taxi" project in the back seat of Mr. Lee’s car, whose daughter had left him a letter. Mr. Lee had recently challenged himself to start a new taxi-driving career for his family, despite his hurdle. Through this project, Mr. Lee was successfully able to become Seoul's very first deaf taxi driver with the help from technological innovations developed by Hyundai Motor Group, that assist driving for the hearing-impaired.

Describe the creative idea (20% of vote)

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 strategy (20% of vote)

This CSR campaign’s targets are all of Hyundai Motor Group's domestic/international customers, as well as potential future customers. Unexpected result was the boost in employees' loyalty and pride. As a leading company in the auto-industry, Hyundai Motor Group wanted not only to publicize their level of achievement in technological development, but rather to convey the reason behind their endeavor. The reason for this project was to find the best way to show what technology can do to make our society a better place. That is why we wanted a tangible result, that extends beyond a common PR film. As a result, 'The Quiet Taxi' was made to consistently operate through the streets of Seoul. It serves as a symbol of future, envisioned by Hyundai Motor Group, where 300,000 hearing-impaired people in Korea are given new opportunities through the technology Hyundai Motor Group has created.

Describe the execution (30% of vote)

“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.

List the results (30% of vote)

The Quiet taxi is still on the road with 90% of the passengers showing willingness to ride again. Before the campaign, not many were even aware of the fact that the deaf could legally drive a taxi. Now the number of deaf taxi driver has grown from 1 to a fleet of 12. "The Quiet Taxi" was viewed by more than 40% of Korea. (15.5 million views on YouTube only / 5 million more estimated on TV) - 6.6 million organic impression on individual SNS. - 41.4 million impression on YouTube. More than 189 local publication, 58 publication by international media. Introduced during prime time on several major news outlets. (KBS/SBS/etc) Favorable reviews from local/international media, deaf communities, auto-related news channels alike. More than 180,000 positive engagement. 97% of YouTube comments are positive. Viewers expressed to have been 'moved', 'amazed', or have 'changed thought', and sent 'support to the driver'.