Hyundai: Chatty School Bus [supporting image] 2

Credits & Description:

Brand HYUNDAI
Entrant INNOCEAN WORLDWIDE SEOUL
Presentation Image
INNOCEAN WORLDWIDE Seoul, South Korea Entrant Company
INNOCEAN WORLDWIDE Seoul, South Korea Idea Creation
HYUNDAI MOTOR COMPANY Seoul, South Korea Idea Creation
INNOCEAN WORLDWIDE Seoul, South Korea Production
HYUNDAI MOTOR COMPANY Seoul, South Korea Production
PLANIT PRODUCTION Seoul, South Korea Production
ELIOT Seoul, South Korea Production
BIRDHAND SEOUL, SOUTH KOREA Production
INNOCEAN WORLDWIDE Seoul, South Korea PR
HYUNDAI MOTOR COMPANY Seoul, South Korea PR
INNOCEAN WORLDWIDE Seoul, South Korea Media Placement
JEREMY CRAIGEN INNOCEAN WORLDWIDE CHIEF CREATIVE OFFICER
JUNG-A KIM INNOCEAN WORLDWIDE EXECUTIVE CREATIVE DIRECTOR
SUNG-HUN MOON INNOCEAN WORLDWIDE COPYWRITER
MINHAE KIM INNOCEAN WORLDWIDE COPY WRITER
DOYU YANG INNOCEAN WORLDWIDE COPY WRITER
NARI MOON INNOCEAN WORLDWIDE ART DIRECTOR
JAEEUN KIM INNOCEAN WORLDWIDE ART DIRECTOR
JIYON RHIM INNOCEAN WORLDWIDE ART DIRECTOR
SEONHWA HWANG INNOCEAN WORLDWIDE CREATIVE DEVELOPER
HYE-DONG ROH INNOCEAN WORLDWIDE CREATIVE DEVELOPER
SUNGWOO KIM INNOCEAN WORLDWIDE CREATIVE DEVELOPER
BAESEONG KIM INNOCEAN WORLDWIDE AGENCY PRODUCER
JONG-PIL KIM INNOCEAN WORLDWIDE CHIEF OF CAMPAIGN DIRECTOR
JUNG-HWAN KIM INNOCEAN WORLDWIDE EXECUTIVE CAMPAIGN DIRECTOR
ZU-YOUNG PAE INNOCEAN WORLDWIDE ACCOUNT DIRECTOR
YOON-HEE KIM INNOCEAN WORLDWIDE CAMPAIGN PLANNER
YOO-LEE CHOE INNOCEAN WORLDWIDE CAMPAIGN PLANNER
JI-HYE BAE INNOCEAN WORLDWIDE CAMPAIGN PLANNER
DONGHA KIM TRUMAKUS DIRECTOR
DOHYEON KIM TRUMAKUS DIRECTOR OF PHOTOGRAPHY
BYEONGJIN YANG TRUMAKUS GAFFER
MINPYO CHOI PLANIT PRODUCTION EXECUTIVE PRODUCER
SOLJI CHOE PLANIT PRODUCTION FILM PRODUCER
SANGSEON PARK PLANIT PRODUCTION PRODUCTION DESIGNER
JIUK KO ELIOT EDITOR
MINGYU PARK ELIOT VFX
MINJEONG KIM ELIOT POST PRODUCER
BONGKWON JANG DR.HOOK SOUND DESIGNER
DAEHYUN KIM DR.HOOK SOUND STUDIO PRODUCER
DONG JUN PARK HYUNDAI MOTOR COMPANY PROJECT MANAGER

Synopsis
In Korea, special schools for students with impairments are considered NIMBY facilities. As such, not too many of those schools are in existence, and the hearing-impaired children are forced to attend schools far away from their homes. Their commutes are typically between 2 to 4 hours a day, in complete silence.

HMG thought the no one should be excluded from the joy of riding its vehicles. That is why HMG decided that the boring commute hours of these students should be turned into something a lot more fun. This idea, in line with HMG’s vision ‘Together for a better future’, served to reinforce its image as a corporate that serves its social responsibilities, for everyone.

Strategy
- Providing a solution that is uniquely Hyundai, for the problem students with impairments face

- To make the public aware of the problem, and to give them a chance to participate and to promote the cause

- To actively utilize the influence celebrities exert on the public

Relevancy
Hyundai Motor Group(HMG), under the slogan “Together for a better future”, has been trying to effectively instill a positive group image within the public. “Chatty School Bus” campaign is one of those efforts, and a CSR campaign that focuses on the students with impairments, a marginalized class within Korean society. Many people related to, and cheered for, the said students and the vision of HMG behind the campaign.

Outcome
- 35% of Korean population viewed the campaign film.

- Public image of HMG rose to 91% positive. (Whereas before the campaign, it was mostly negative)

- Many expressed their gratitude to HMG for developing a technology that addresses a societal problem.

- 2M people participated in social funding for producing the ‘Chatty School bus picture book’.

- People inspired by the campaign filed for a petition against the government demanding more institutions for the impaired, and as a result the government announced its plans to build 2 new special schools and to instate 66 special classes within regular schools, by 2022.

Execution
- Modification and operation of the school bus of Chungju Sungshim School for the hearing-impaired

- A film developed of the hearing-impaired students’ experiences with the bus, and uploaded online

- A picture book developed based on the stories of the film, that was crowdfunded voluntarily by the public, and also marketed by the public

- Participation of various celebrities on podcasts and social media channels in promoting the campaign

Campaign Description
Let’s install a non-verbal communication channel on to the school bus!

- A way to talk with a friend sitting in a seat far away

- A way to send pictures and letters to friends

- Selfies taken with the camera installed on the window can be sent to the parents’ phones