“Let’s open the world’s one and only kids motor show prepared by the kids, for the kids by turning their imaginative cars into reality.”

Most of the global auto makers hold “drawing contests” where children sketch “imaginational cars.” However, their imaginations are merely limited to drawings at these contests. Indeed, what kids really wish for would be a dream-come-true. Building on their wishes, it was our idea to “realize their dreams and imaginations into actual cars.”

Brilliant Kids Motor Show was implemented in four steps: 1. Drawing Contest, 2. Auto creation, 3. Motor Show, and 4. Exhibition. By making the most out of HMC’s owned media and on/offline rendezvous points of kids and mothers, media costs significantly dropped.

1. Drawing Contest

(Online) No media cost spent, and only promoted on HMC Kids’ Hyundai website, Facebook page, and YouTube

(Offline) Distributed posters and sketchbooks to around 1 thousand venues, including elementary schools, kindergartens, private institutions, department stores.

2. Auto Creation: Motor Show announcement advertised

TVC (May 1-5), theater AD (May 4-13), Facebook and YouTube viral film (Apr. 22-28)

3+4. Motor Show and Exhibition: Created viral effect thanks to spontaneous media coverage by TV programs and newspapers, spending no additional media cost.

1) In-house survey results showed 84% of elementary school students were eager to participate in the second Brilliant Kids Motor Show when held.

2) Keyword relevance between HMC and children skyrocketed by 240%.

3) 95% of the 1,600 social network comments on “Brilliant Kids Motor Show” were positive.

4) The Show was recorded the most visited exhibition at DDP Design Playground: 24,114 (Apr. 21-May 31, 40 days)

5) Covered by four TV prime-time news programs and exposed on articles 144 times, generating 130 million-worth media effect.

6) YouTube video views jumped by a whopping 7,300%.