SUB CATEGORY :

TOUCHPOINT TECHNOLOGY & TECH-LED BRAND EXPERIENCE

COMPANY ENTERING :

INNOCEAN, SEOUL

TITLE :

HYDROGEN GARBAGE TRUCK

BRAND :

HYUNDAI MOTOR GROUP

ADVERTISER :

HYUNDAI MOTOR GROUP

AGENCY :

INNOCEAN, SEOUL

CHIEF CREATIVE OFFICER :

JUNG A KIM

CREATIVE DIRECTOR :

NARI MOON

ART DIRECTOR :

HA-YONG JUNG

COPYWRITER :

DOYU YANG/SEUNG-HA RHEE

CREATIVE TECHNOLOGIST :

HYE-DONG ROH/HO-NAM KIM

AGENCY PRODUCER :

BAE-SUNG KIM

ACCOUNT DIRECTOR :

CHUL YUM/IK-CHANG CHOI

ACCOUNT EXECUTIVE :

YUNMI CHOI/MIN-CHONG KANG/JINWOO KIM

PLANNER :

JINA SHIN

MEDIA PLANNER :

JIYE YU

PR MANAGER :

DONG-HYUN KIM/EUN-KYEONG CHANG

FILM PRODUCTION COMPANY :

PLAN'IT, SEOUL/ELEMENT PICTURES, SEOUL

DIRECTOR :

SUNG-BIN KIM

DIRECTOR OF PHOTOGRAPHY :

CHANG-MO KU

EXECUTIVE PRODUCER :

HYUNG-JOON PARK

FILM PRODUCER :

JIN-KYU CHOI/JAE-WON MOON/MOON-JU JUNG

POST-PRODUCTION COMPANY :

LOCUS, SEOUL

EDITOR :

SEWON OH

SOUND PRODUCTION COMPANY :

STONE SOUND WORKS, SEOUL

SOUND EXECUTIVE PRODUCER :

SUNG-HWAN JUNG

SOUND PRODUCER :

HEE-KOOK HEO

CAMPAIGN SUMMARY :

Based on the previous hydrogen truck, the Hydrogen Garbage Truck was developed to only discharge water and minimize noise or heat emission, dramatically improving the work environment. The most important feature of the Hydrogen Garbage Truck is the portable sink using water, the only by-product of the hydrogen vehicle. Sanitation workers are exposed to a variety of pollutants while collecting garbage. (An average of 260,000 bacteria are detected from the body of a sanitation worker after their routine) However, they persistently suffered from infectious diseases because they cannot wash their hands while working. By allowing the sanitation workers to wash their hands during work, the portable sinks reduced the risk of infection by 90%.

THE BRIEF :

[Sanitation Workers, One World’s Most Dangerous Profession]
We see garbage trucks daily. The problem is that the truck’s gas, noise, and heat emission are threatening sanitation workers’ health. Due to emission from garbage trucks, the lung function of sanitation workers are worse than mining workers, causing a high risk of lung cancer. As a response, Hyundai Motor Group presented a special garbage truck designed only for sanitation workers.

THE STRATEGY :

The Hyundai Motor Group wished to gain public consensus on the advantages of hydrogen cars. The most effective way to convey the benefits of hydrogen cars, which are mostly commercial vehicles, is to let consumers experience themselves. Therefore, we devised a special strategy: to allow consumers to encounter hydrogen cars every day. How? With garbage trucks!
But why garbage trucks? 90% of the garbage trucks use internal combustion engines, which threaten both the environment and sanitation workers’ health with gas, noise, and heat emission. If this problem is solved with hydrogen cars, wouldn’t their sustainable advantages be highlighted?

Consumers encounter loud, dirty, and dangerous garbage trucks daily. By resolving this problem with hydrogen technology, the Hydrogen Garbage Truck campaign’s strategy was to allow consumers to visibly experience the benefits of hydrogen cars and sincerely deliver Hyundai Motor Group’s message: hydrogen car technology can improve human lives.

THE EXECUTION :

For our strategy to be accepted by the public, the most important focus in the campaign execution was authenticity. During the campaign preparation, through in-depth interviews with sanitation workers, we investigated the previous garbage trucks’ problems with internal combustion engines, and based on our result we developed the Hydrogen Garbage Truck, which doesn’t have to emit gas, noise, or heat that threaten the health of sanitation workers.
In particular, by utilizing water, the only product from hydrogen cars, we installed portable sinks on the garbage cars, more effectively conveying the Hydrogen Garbage Truck’s sustainable feat. The Hydrogen Garbage Trucks were manufactured based on the previous hydrogen trucks and were manufactured in one year. (Production period: 2019 January - 2021 December) The truck began operating on January 2021 and operates to this day. The campaign films were on-air for 2 months. (Media Execution period: December 30, 2021 - February 6, 2022)

THE RESULT :

After the campaign, positive responses about Hyundai Motor Groups’ hydrogen cars have increased by 40%. The campaign film, which depicted the entire process of manufacturing Hydrogen Garbage Car, was watched by 80% of the Korean population(43M Views). It’s noteworthy that the majority of viewers were MZ generations with a high interest in sustainable vehicles.

The Hydrogen Garbage Truck campaign also had an impact on hydrogen car sales. After the campaign execution, Hyundai Motor Group’s hydrogen car NEXO’s sales increased by 29.3%.

After receiving stellar reviews, the Korean government announced plans to replace all garbage trucks sequentially with Hydrogen Garbage Trucks in the future. This is one of the biggest achievements of our campaign.

The result of the campaign was not limited to Korea. The Hydrogen Garbage Truck was presented as the best case of hydrogen vehicle at the 2022 Dubai Hydrogen Economy Forum, receiving great reviews from the attendees.