Why is this work relevant for Innovation?

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 developed the technology just for Little Big e-Motion as a therapy car based on their existing technology. We think that the idea that child patient's psycological well-being should also be cared for in the treatment process, and the idea that technology from an automotive company can help this is trully innovative.

Background

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. Because the car is for sick children, everything was carefully designed in a child friendly way. Many limitations such as the fact that this car has to move in a narrow hospital space, and that the car should be able to be reproduced when in need were also taken into account.

Describe the idea

Researchs and tehnologies related to reading adult driver's emotion and physical state were already very progressed. But applying this to children and adjusting it to be specifically used for medical purposes was a very new adventure. 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. All the devices and used to create the car is fairly accessible in the consumer market. The car which works as a base platform for all these devices can also be easily reproduced becuase it is based on a toy car. We hoped and designed Little Big e-Motion so that our campaign would not just end as a one and only car in the world.

What were the key dates in the development process?

Hyundai Motor Group has collaborated with various research institutes and universities at home and abroad to develop Little Big e-Motion. Hyundai Motor Group drew research tasks through industry-academic cooperation with MIT Media Lab in 2019 and developed EAVC technology and detailed new technologies. Together with Hyundai Motor Group, developing the technology into EAVC technology, designing the car, selecting and stabilizing five core functions applied to Little Big e-Motion took throughout the year. After the film was shot in September 2020, the campaign globally on-aired on YouTube for a month from December 15th 2020~January 14th, 2021. Before the film's main launch, we uploaded 2 teaser films featuring the making & shipping of Little Big e-Motion on various online owned media to draw maximum attention. After the film on-aired on YouTube, Hyundai Motor Group Global Branches aided organic promotion by uploading our film on various owned media channels.

Describe the innovation / technology

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.

Describe the expectations / outcome

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.