Why is this work relevant for Brand Experience & Activation ?

Hyundai Motor's safety is not just equipped with state-of-the-art technology. A careful effort that doesn't miss the small safety that people really need. It was designed so that people could experience it in person. It's not the grandiose technology that's shown. With ideas and practices that you can feel in real life. Hyundai Motor Company was able to experience real safety.

Background

The biggest difficulty for parents driving a child is fasten the seatbelts. Kids don't want to wear stuffy, uncomfortable seatbelts. Parents are suffering from this. Although the Korean government enforced a mandatory seat belt for all seats, The rate of wearing is still insufficient. The seat belt rate in the back of Korea is 30 percent. It ranks 32nd among OECD countries. We decided to create a more fundamental solution that could change the behavior of these children. Making children wear seat belts on their own.

Describe the creative idea (20% of vote)

The idea started with what is more important than developing safety specifications is to nurture children's safety habits. Existing seatbelts are designed for adults, which makes them frustrating and uncomfortable for children who are still small. So, they decided to make a special seat belt for children to develop their safety habits in a fun and comfortable way. Taking the idea that children like to hug dolls, they made a special seat belt, a hug belt that can hug them like a doll. Produced through collaboration with the character of the popular Korean animation "Tayo the little bus" has given birth to fun safety belts that children like, such as the length to lean and hold their neck comfortably, the width to hold them in their arms, and safe materials that are no problem when touching the skin.

Describe the strategy (20% of vote)

Hugbelt was distributed to parents aged between 3 and 10 with their children. Parents who drive their young children have more to do with their children's safety than with the design and performance of their cars. It also requires practical and immediate solutions that children need, rather than state-of-the-art safety specifications. By providing the most necessary safety for children and their parents, we have tried to address the safety that the car really needs to pursue.

Describe the execution (30% of vote)

The Hugbelt campaign launched from May 15 to June 24, 2019. Along with the TV image advertisement, the company promoted it through online video and banners, newspapers and magazines, received applications through online sites, and distributed about 10,000 hugbelts through in addition. As requests from customers grew, the company permanently maintained them at Hyundai Motor's online shopping mall even after the campaign period.

List the results (30% of vote)

On the first day of the launch, 2,536 families participated, with 34,466 families participating during the campaign for a month, and online videos were well received by more than 3 million people. Photos and videos of children refusing to wear seatbelts sleeping safely and comfortably inside cars hugging and enjoying them have spread through Instagram and Facebook, leading to word-of-mouth effects among parents. Thanks to this, the rate of seat belt use in the back of Korea is increasing.