Hyundai: Kids Motor Show

Credits & Description:

Title: Brilliant Kids Motor Show
Client: Hyundai Motors
Product: Car
Entrant: Innocean Worldwide Seoul, South Korea
Idea: Innocean Worldwide Seoul, South Korea
Production: Innocean Seoul, South Korea
Media: Innocean Worldwide Seoul, South Korea
Pr: Innocean Worldwide Seoul, South Korea
Editor: Apr 22 2016 12:00am
Chief Creative Officer: JEREMY CRAIGEN (INNOCEAN Worldwide)
Executive Creative Director: JUNG A KIM (INNOCEAN Worldwide)
Copywriter: SUMMER SHIN (INNOCEAN Worldwide)
Art Director: YOUNGHO HWANG (INNOCEAN Worldwide)
Copywriter: JUNKYU LEE (INNOCEAN Worldwide)
Art Director: MIZIN LEE (INNOCEAN Worldwide)
Art Director: SANGKWON PARK (INNOCEAN Worldwide)
Copywriter: GAHONG CHOI (INNOCEAN Worldwide)
Copywriter: SEUNGHA RHEE (INNOCEAN Worldwide)
Art Director: MINJU GO (INNOCEAN Worldwide)
Producer: BAESUNG KIM (INNOCEAN Worldwide)
Sr. Account Director: JONGPIL KIM (INNOCEAN Worldwide)
Sr. Account Director: Jeonghwan Kim (INNOCEAN WORLDWIDE)
Account Executive: CHOONG SHIK NAM (INNOCEAN Worldwide)
Account Executive: ANDREA EU (INNOCEAN Worldwide)
Account Executive: HAN SOO HYUN (INNOCEAN Worldwide)
Account Executive: Hyun Joo Kim (INNOCEAN Worldwide)
Account Executive: Kim San (INNOCEAN Worldwide)
Director: dong ha, Kim (Kezr)
Assistant Director: hyun jong, KIm (Kezr)
Executive Producer: sung won, Jung (Planit)
Producer: ji hyeon, Nam (Planit)
Producer: won jin, Seo (Planit)
Director of photography: sung woo, Jeon (Kezr)
Camara assistant: ho jun, Um (Kezr)
Lighting Director: sang il, Kim (Kezr)
2D: nam yoon, Park (Vixon- studios)
Recording: jun yong, Lim (Stone sound)
Supporting Webpage: http://kids.hyundai.com/happyw...
Describe the campaign/entry:
Turn the scribbly scrawly drawings of children into real cars
and launch the world’s first motor show just for kids.
Creative 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.
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
Hyundai Motors wished to raise brand affinity with our future customers, the children.
So we prepared a promotion kids would be interested in, all from a child's point of view.
Kids already love to draw cars, so we had a contest where they could draw the cars of the future they imagine.
Over 7,300 drawings were submitted. 15 drawings were chosen, and turned into real cars,
and we even launched a real motor show. Everything, from unveiling the cars to presenting them,
was done by the kids who drew them. And kids who came to watch, could delight in driving these unique cars.
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.