Every year, at all kinds of motor shows, cars from 10 to 20 years in the future are revealed.

But, who will eventually drive these future cars? Of course! Kids.

Hyundai Motors thought there needs to be at least one motor show just for kids.

Kids already love cars, play with toy cars, and even draw cars from their imagination.

And the Kids Motor Show was a way for Hyundai Motors to grow closer to our future customers, the children.

Background

Every year, at all kinds of motor shows, cars from 10 to 20 years in the future are revealed.

But, who will eventually drive these future cars? Of course! Kids.

Hyundai Motors thought there needs to be at least one motor show just for kids.

Kids already love cars, play with toy cars, and even draw cars from their imagination.

And the Kids Motor Show was a way for Hyundai Motors to grow closer to our future customers, the children.

Idea

Turn the scribbly scrawly drawings of children into real cars

and launch the world’s first motor show just for kids.

Strategy

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.

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.