Title | LITTLE BIG E-MOTION |
Brand | HYUNDAI MOTOR GROUP |
Product / Service | LITTLE BIG E-MOTION |
Category | A05. Health & Wellness Tech |
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 |
Name | Company | Position |
---|---|---|
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 |
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. Hyundai Motor Group cooperated with MIT Media Lab to draw out research tasks that developed into technologies applied to Little Big e-Motion. Facial recognition data was used to diagnose the rider's emotional state, and this data was linked together with medical staff's experiential data to be developed into the technology just for Little Big e-Motion as a therapy car.
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 ride 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.
Our car is not just a toy. While the child is riding and interacting with Little Big e-Motion, devices within the car collect data such as facial expression and heart beat rate. This data is used to diagnose the child's psycological state real time. And the result is projected through ambient lighting system built into the car, and also to the tablet PC given to the medical staffs for careful monitoring. 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. Further user tests and studies in SJD Barcelona Children’s Hospital using the car will continue to find more use for the data collected through interaction. Future developments can also increase the variety of data that can be collected and utilized through Little Big e-Motion.
Using the collected physical data, Emotion Adaptive Vehicle Control (EAVC) technology implemented into Little Big e-Motion's diagnose the child's emotional state. Child patient's emotion is projected through the car's lighting system so that medical staffs and parents can monitor the situation and give children space and time for until they are psychologically ready for the treatment. Little Big e-Motion also helps children to get refreshed. Using physical data collected by the car, devices such as breathing exercise belt and scent dispenser help children calm down. Entertainment features such as bubbles, wind, photo shooting, sing-a-long music, children's eye level animation, and of course driving all work together seamlessly until the car's monitoring system diagnose the child's emotional state as ready.
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.