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Hydrogen Garbage Truck
Agency INNOCEAN / Seoul + Hyundai Motor Group / Seoul + Planit Production / Seoul + Element Pictures / Seoul
Category
Physical Product / In-Market
Annual ID
OS22_IP019M
About the Work
[Challenge]
The hydrogen car is the most sustainable zero-emission vehicle on Earth. However, because most hydrogen cars are B2B commercial vehicles, consumers are unable to access hydrogen cars in their everyday lives. Naturally, consumers could not sympathize with the necessity and benefits of hydrogen cars. To address this problem, Hyundai Motor Group, the No.1 global hydrogen market shareholder, executed a special campaign where consumers can experience hydrogen cars daily.
[Most Tangible Medium: Hydrogen Garbage Truck]
We encounter garbage trucks daily. The problem is that the smoke, heat, and noise of garbage trucks are severely damaging the health of sanitation workers. In particular, gas exhaustion was the cause of the high risk of lung cancer for sanitation workers. By solving this chronic problem of garbage trucks with hydrogen car technology, consumers could experience the advantages of hydrogen cars in their daily lives.
Hydrogen Garbage Truck is zero-emission with minimal noise and heat emission, dramatically improving the work environment for sanitation workers. Particularly, the portable sink was the most necessary function for sanitation workers, who were unable to clean themselves even when exposed to pollutants during work.
By solving a societal problem with the Hydrogen Garbage Truck, Hyundai Motor Group strongly appealed to consumers about the benefits and necessity of hydrogen cars. Since the campaign, positive responses for hydrogen cars have more than doubled, also positively influencing the hydrogen car sales profits. (+29.3%)
[Confidential Information]
Last year, the Hyundai Motor Group’s only hydrogen car, NEXO, sold only 0.3% of its electric vehicles. As mentioned before, the cause of such low sales results was that consumers were unable to experience hydrogen cars and were not aware of their value. Since the Hydrogen Garbage Truck campaign, hydrogen car sales have increased by 29.3%, and purchase consideration has also increased by 30%.
The hydrogen car is the most sustainable zero-emission vehicle on Earth. However, because most hydrogen cars are B2B commercial vehicles, consumers are unable to access hydrogen cars in their everyday lives. Naturally, consumers could not sympathize with the necessity and benefits of hydrogen cars. To address this problem, Hyundai Motor Group, the No.1 global hydrogen market shareholder, executed a special campaign where consumers can experience hydrogen cars daily.
[Most Tangible Medium: Hydrogen Garbage Truck]
We encounter garbage trucks daily. The problem is that the smoke, heat, and noise of garbage trucks are severely damaging the health of sanitation workers. In particular, gas exhaustion was the cause of the high risk of lung cancer for sanitation workers. By solving this chronic problem of garbage trucks with hydrogen car technology, consumers could experience the advantages of hydrogen cars in their daily lives.
Hydrogen Garbage Truck is zero-emission with minimal noise and heat emission, dramatically improving the work environment for sanitation workers. Particularly, the portable sink was the most necessary function for sanitation workers, who were unable to clean themselves even when exposed to pollutants during work.
By solving a societal problem with the Hydrogen Garbage Truck, Hyundai Motor Group strongly appealed to consumers about the benefits and necessity of hydrogen cars. Since the campaign, positive responses for hydrogen cars have more than doubled, also positively influencing the hydrogen car sales profits. (+29.3%)
[Confidential Information]
Last year, the Hyundai Motor Group’s only hydrogen car, NEXO, sold only 0.3% of its electric vehicles. As mentioned before, the cause of such low sales results was that consumers were unable to experience hydrogen cars and were not aware of their value. Since the Hydrogen Garbage Truck campaign, hydrogen car sales have increased by 29.3%, and purchase consideration has also increased by 30%.
2022 Awards
Total Points: 3
Merit
Credits
Agency
INNOCEAN / Seoul
Client / Brand
Hyundai Motor Group / Seoul
Production Company
Planit Production / Seoul
Element Pictures / Seoul
Art Director
Ha Yong Jung
Bae-Sung Kim
Copywriter
Doyu Yang
Seung Ha Rhee
Chief Creative Officer
Jung A Kim
Creative Director
Nari Moon
Creative Technologist
Hye-dong Roh
Honam Kim
Director
Sung Bin Kim
Director of Photography
Changmo Ku
Executive Producer
Hyungjoon Park
Producer
Jinkyu Choi
Account Director
Ik-Chang Choi
Account Executive
Yunmi Choi
Minchong Kang
Jinwoo Kim
Line Producer
Jaewon Moon
Moonju Jung
Project Manager
Dongjun Park
Jiwon Lee
Chief Account Director
Chul Yum
Creative Planner
Jina Shin
Digital PR Manager
Donghyun Kim
Eunkyeong Chang
EDIT Supervisor
Sewon Oh
Marketing & PR Director
Dongbin Seok
Media Planner
Jiye Yu
Senior Project Manager
Sangyoon Lee
Senior Sound Supervisor
Sunghwan Jung
Sound Supervisor
Heekook Heo
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