|Title||LITTLE BIG E-MOTION|
|Brand||HYUNDAI MOTOR GROUP|
|Product / Service||LITTLE BIG E-MOTION|
|Category||D01. Tech-led Brand Experience|
|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|
|PR 2||HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA|
|Production||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Production 2||PLANIT PRODUCTION Seoul, SOUTH KOREA|
|Post Production||PLANIT PRODUCTION Seoul, SOUTH KOREA|
|Post Production 2||POSTFOURNINES Seoul, SOUTH KOREA|
|Jung A Kim||Innocean Worldwide||Chief Creative Officer|
|Yoon Ju Lee||Innocean Worldwide||Copywriter|
|Tae Hwan Lee||Innocean Worldwide||Art Director|
|Bae-Sung Kim||Innocean Worldwide||Agency Producer|
|Nari Moon||Innocean Worldwide||Art Director|
|Doyu Yang||Innocean Worldwide||Copywriter|
|Ha Yong Jung||Innocean Worldwide||Art Director|
|Hye-dong Roh||Innocean Worldwide||Creative Technologist|
|Seonhwa Hwang||Innocean Worldwide||Creative Technologist|
|Sung Woo Kim||Innocean Worldwide||Creative Technologist|
|Zuyoung Pae||Innocean Worldwide||Account Executive|
|You-Lee Choe||Innocean Worldwide||Account Executive|
|Seohyun Kwon||Innocean Worldwide||Account Executive|
|Jinhee Choi||Innocean Worldwide||Media Planner|
|Dong Jun Park||Hyundai Motor Group||Project Manager|
|Jinmo Lee||Hyundai Motor Group||Research Engineer|
|Beomsoo Cho||Hyundai Motor Group||Client Designer|
|Sungbin Kim||Planit Production||Director|
|Hyung Joon Park||Planit Production||Production EPD|
|Chiyoon Kim||Planit Production||Production PD|
|Cheon Ki Min||PostFournines||Post Production|
|Moon Ju Jung||PostFournines||Post Production|
|In Sung Kim||PostFournines||Post Production|
|Ji Su Kim||PostFournines||Post Production|
|Hyun Jee Eom||PostFournines||Post Production|
|Hyun Do Jung||PostFournines||Post Production|
|Gu Yeoung Heo||PostFournines||Post Production|
|Jae Young Kim||PostFournines||Post Production|
Whether it’s on the road or just a hallway less than 10 meters long, we believe that as a mobility company, Hyundai Motor Group's technologies can be there helping out every movement that counts. In this belif, Little Big e-Motion was designed for children in their sick beds. In hopes to change their most feared experience during the ride from the hospital bed to the treatment room. While children get refreshed riding the car, medical staffs are notified of the child's emotional state and other helpful information such as basic check-up data easily and early on in the treatment process.
The Hospital is a fearful place for anyone, especially children. Medical staffs say that stress can affect young patient's willingness for treatment and even their treatment results. This was the same for little Maria. Our campaign was designed so that children could actually experience Little Big e-Motion physically in SJD Barcelona children’s hospital. After the film shoot, the car would be donated to the hospital for future studies. So, on the first day of Little Big e-Motion's donation, we filmed the whole process of our first passenger, Maria's meeting the car, and taking a rided around the hospital experiencing all the medical and entertainment features in the car. Our intention was to film Maria's first encounter moment as naturally as possible. Currently, Little Big e-Motion has been donated to SJD Barcelona Children’s Hospital after the film shoot. And is being used for further user tests and studies.
Hyundai Motor Group developed their emotion adaptive driving technology(EAVC) into an innovative mobility solution for children patients and medical staffs. Little Big e-Motion is a one and only toy car designed just for children in their sick beds. It presents a different, special experience during the ride from their hospital bed to the treatment room. Facial recognition system in Little Big e-Motion identify the child patient’s emotion. Lightings inside and outside the vehicle change colors in steps (red-orange-green) to inform the medical staff of the child’s state. Sensors applied to the seatbelt measures heart and respiratory rate and trigger breathing exercise function to help children stabilize. Music and animation entertain and help children understand the treatment process. Various other features are designed to help children relieve stress and feel refreshed. Moreover, all these measurement data is shared with the medical staff to aid pre check-up process before the main treatment.
Little Big e-Motion is meaningful first because it targets not only sick children undergoing difficult treatments, but also their loving families and medical staffs working hard to help them go back to regular daily lives. In extension, the value and purpose of the technology behind Little Big e-Motion is towards everyone who have had, or might have similar experiences. This consensus is why our campaign was able to draw out huge engagement organically. Second, Little Big e-Motion can easily be replicated and distributed to places in need. Though the campaign was executed once, related technologies are still being refined the developed in Hyundai Motor Group. Little Big e-Motion is a symbol that represents the potential and possibility of the group’s technology towards social good. Currently, Little Big e-Motion has been donated to SJD Barcelona Children’s Hospital after the film shoot. And is being used for further user tests and studies.
The project took more than a year to be introduced to the world. First, Hyundai Motor Group cooperated with MIT Media Lab to draw out research tasks that developed into technologies applied to Little Big e-Motion. Then we designed to campaign so that children could experience Little Big e-Motion physically in SJD Barcelona children’s hospital. We filmed this experience and globally executed the campaign via YouTube. Before the main film, 2 teaser films featureing the making & shipping of the mini car was uploaded on various owned media channels to boost attention. Through the campaign we helped the audience around the world realize how important not only physical treatment but also emotional care can be for young patients. Currently, Little Big e-Motion has been donated to the hospital. And is being used for further user tests and studies.
1) Impressions : Approximately 82,990,670 2) Views : Approximately 26,456,717 3) Positive Engagement: Over 196,004 Globally 4) Performance : 28% more exposure / 3510% more positive responses / 19% more views achieved compared to media cost execution. Many viewers have commented that they want to try out this heartwarming technology. And were amazed that a car company's technology could help the world in this creative way. 5) Organic PR: More than 82 domestic media outlets and more than 51 reports have been made on the Little Big e-Motion project in various countries around the world. 6) On-going: More than 75 child patients have experienced our car, and 75 more are scheduled for the test. The research is still in progress. *Hyundai Motor Group plans to continue developing EAVC technology and expand its use into future mobility devices in hopes of enhancing driver safety and well-being.