SUB CATEGORY :
USE OF TECHNOLOGY
COMPANY ENTERING :
INNOCEAN WORLDWIDE, SEOUL
LITTLE BIG E-MOTION
HYUNDAI MOTOR GROUP
HYUNDAI MOTOR GROUP
INNOCEAN WORLDWIDE, SEOUL
CHIEF CREATIVE OFFICER :
JUNG A KIM
ART DIRECTOR :
TAE HWAN LEE/NARI MOON/HA YONG JUNG
YOON JU LEE/DOYU YANG
AGENCY PRODUCER :
CREATIVE TECHNOLOGIST :
HYE-DONG ROH/SEONHWA HWANG/SUNG WOO KIM
RESEARCH ENGINEER :
CLIENT DESIGNER :
ACCOUNT EXECUTIVE :
ZUYOUNG PAE/YOU-LEE CHOE/SEOHYUN KWON
MEDIA PLANNER :
FILM PRODUCTION COMPANY :
PLANIT PRODUCTION, SEOUL
FILM PRODUCER :
HYUNG JOON PARK/CHIYOON KIM
POST-PRODUCTION COMPANY :
KIM IN SUNG/KIM JI SU
EOM HYUN JEE/JUNG HYUN DO
MOTION GRAPHIC :
KIM JAE YOUNG
MIN CHEON KI/JUNG MUN JU
CAMPAIGN SUMMARY :
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.
So together with MIT Media Lab and SJD Barcelona Children’s Hospital, 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.
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 BRIEF :
Whether if 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 treatement process.
THE STRATEGY :
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.
THE EXECUTION :
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.
THE RESULT :
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.
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.
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