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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

2013 Branded Content & Entertainment

TOUCH THE MUSIC PROJECT

Silver Spike
ClientHYUNDAI MOTOR COMPANY
CategoryA05. Best Use or Integration of Experiential Events
TitleTOUCH THE MUSIC PROJECT
Product/ServiceHYUNDAI SONATA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Contributing Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production Company PLANIT Seoul, SOUTH KOREA
Credits
Name Company Position
Song Eun Sung Sogang University Technical Supervisor
Kim Hyung Kyun Planit Producer
You Seong Jae Planit Director
Kim Bae Sung Innocean Worldwide Agency Producer
Lim Hoon Innocean Worldwide Art Director
Hwang Young Ho Innocean Worldwide Art Director
Kwon Sung Chul Innocean Worldwide Art Director
Kang Suk Kyung Innocean Worldwide Copywriter
Kim Se Hee Innocean Worldwide Copywriter
Shin Yeo Reum Innocean Worldwide Copywriter
Moon Bo Sung Innocean Worldwide Planner
Lee Jung Mi Innocean Worldwide Account Manager
Lee Young Jin Innocean Worldwide Advertiser's Supervisor
Yang Su Kyoung Innocean Worldwide Account Supervisor
Kim Jung A Innocean Worldwide Creative Director
Kim Hye Kyoung Innocean Worldwide Executive Creative Director
Han Jeong Seok Innocean Worldwide Chief Creative Officer

Describe the campaign/entry:

- Still, social aspect and consideration towards the hearing-impaired is lack. - Especially, entertainment and cultural activities for the hearing-impaired is rarely seen.

Results:

[Challenge/objectives] - While driving, the hearing-impaired people drive through the desolate silence. - Driving is never pleasant for them, as they cannot hear music, not to mention any sound. - Let’s give a joyful experience of driving with music to people with hearing impairments as well. [Idea/strategy] Add a vibrating speaker inside a car seat and transform ‘music’ into ‘vibration’. Develop a Tactile Music Seat by which people with hearing impairments can feel music through their fingertips, although they cannot hear it with their ears. [execution] - Produce a branded film featuring a story of a real person with hearing impairment. - Install Sonata Tactile Music Seats at the common cafes to offer an opportunity for the general public to experience this new type of music. - Gain a significant interest through the press and all sorts of SNS channels. - Commence an online donation campaign through Facebook page (Produce/Donate a music seat for every 1000 Likes).

- People directly adopted Music Seat through its brand flim, news articles, the concert, and try-in booth. - The public agreed on Sonata’s campaign about helping the socially weak, and so they actively participated in online donations to help the hearing-impaired.

[Result] - The world first ever music concert for the hearing-impaired was held and over 5,000 participants were attended - Currently, more than 150news articles have been released. - The brand film had over 3millions views including Youtube views. - The campaign led to over 50,000 online donations. - In the end, 54 music seats were donated to 13 deaf-mute schools nationwide.