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  • SUB CATEGORY :
    BEST USE OF EVENTS
  • COMPANY ENTERING :
    INNOCEAN WORLDWIDE, SEOUL
  • ENTRY TITLE :
    KIDS MOTOR SHOW
  • BRAND :
    HYUNDAI MOTOR COMPANY
  • ADVERTISER :
    HYUNDAI MOTOR COMPANY
  • AGENCY :
    INNOCEAN WORLDWIDE, SEOUL
  • CHIEF CREATIVE OFFICER :
    JEREMY CRAIGEN
  • EXECUTIVE CREATIVE DIRECTOR :
    JUNG-A KIM
  • COPYWRITER :
    SUMMER SHIN/JUN-KYU LEE/EUN-JOO PARK/GA-HONG CHOI/
    SEUNG-HA RHEE
  • ART DIRECTOR :
    YOUNG-HO HWANG/SANG-KWON PARK/MIN-JU GO
  • ACCOUNT DIRECTOR :
    JONG-PIL KIM/JEONG-HWAN KIM/CHOONG-SHIK NAM
  • ACCOUNT MANAGER :
    ANDREA EU/SOO-HYUN HAN
  • ACCOUNT EXECUTIVE :
    HYUN-JOO KIM/SAN KIM
  • AGENCY PRODUCER :
    BAE-SUNG KIM
  • FILM PRODUCTION COMPANY :
    KEZR/PLANIT, SEOUL
  • DIRECTOR :
    DONG-HA KIM/HYUN-JONG KIM
  • D.O.P/CINEMATOGRAPHER :
    SUNG-WOO JEON/HO-JUN UM
  • GAFFER :
    SANG-IL KIM
  • ART DIRECTOR :
    JUN HO BAE/MI HO MAENG
  • EXECUTIVE PRODUCER :
    SUNG-WON JUNG
  • FILM PRODUCER :
    JI-HYEON NAM/WON-JIN SEO
  • PRODUCER :
    DONG HYUN KWON
  • SPECIAL EFFECTS COMPANY :
    VIXEN, SEOUL
  • VISUAL EFFECTS :
    NAM-YOON PARK
  • SOUND PRODUCTION COMPANY :
    STONE SOUND WORKS, SEOUL
  • SOUND DESIGNER :
    JUN-YONG LIM
  • THE BRIEF :
    EVERY YEAR, AT ALL KINDS OF MOTOR SHOWS, CARS FROM 10 TO 20 YEARS IN THE FUTURE ARE REVEALED. BUT, WHO WILL EVENTUALLY DRIVE THESE FUTURE CARS? OF COURSE! KIDS. HYUNDAI MOTORS THOUGHT THERE NEEDS TO BE AT LEAST ONE MOTOR SHOW JUST FOR KIDS. KIDS ALREADY LOVE CARS, PLAY WITH TOY CARS, AND EVEN DRAW CARS FROM THEIR IMAGINATION. AND THE KIDS MOTOR SHOW WAS A WAY FOR HYUNDAI MOTORS TO GROW CLOSER TO OUR FUTURE CUSTOMERS, THE CHILDREN. TURN THE SCRIBBLY SCRAWLY DRAWINGS OF CHILDREN INTO REAL CARS AND LAUNCH THE WORLD’S FIRST MOTOR SHOW JUST FOR KIDS.
  • THE STRATEGY :
    TO NURTURE A POSITIVE RELATIONSHIP, AND HELP CHILDREN GROW CLOSER TO HYUNDAI MOTORS, WE DID YOUTH MARKETING FROM A CHILD'S POINT OF VIEW. BECAUSE GROWING OUR CHILDREN'S AFFINITY TO THE HYUNDAI MOTORS BRAND CULTIVATES OUR FUTURE CUSTOMERS.
  • THE EXECUTION :
    FROM MORE THAN 7,300 ENTRIES, 15 WERE CHOSEN. 25 ENGINEERS AND DESIGNERS COMMITTED THEMSELVES TO FOLLOWING THE CHILDREN'S DRAWINGS PRECISELY. 1/2 SCALE DRIVABLE CARS WERE PRODUCED. A GENUINE MOTOR SHOW WAS HELD AT THE MOST POPULAR EXHIBITION HALL IN KOREA. CHILDREN TOOK THE LEAD IN THE WHOLE PROCESS : FROM DESIGNING THE CAR AND PRODUCTION, TO THE UNVEILING AND PRESENTATION AT THE SHOW.
  • THE RESULT :
    YOUTUBE VIEWS INCREASED BY 7,300% (COMPARED TO AVERAGE KIDS HYUNDAI CHANNEL VIEWS). 95% POSITIVE COMMENTS. COVERED BY OVER 140 MEDIA OUTLETS. NEW RECORD MOTOR SHOW ATTENDANCE BY KIDS. NEW RECORD EXHIBITION HALL ATTENDANCE. SET TO GLOBALLY EXPAND IN 2017.