Light Up Car Curling
View the case- Brand
- Hyundai
- Year
- 2018
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Simulation & Strategy
- Platform
- Installation
- Agency
- INNOCEAN WORLDWIDE
Objective
As the official Olympic sponsor in South Korea for PyeongChang 2018, Hyundai wanted its activation to change actual driver behavior, not just tell a feel-good story — using the country's curling craze during the Games to reinforce a road-safety message the automaker cares about: stopping behind the line at pedestrian crossings. A charity layer, turning correct guesses into donations for Korea's Paralympic curling team, gave viewers a reason to keep watching and playing.
Solution
Players open Hyundai's mobile campaign platform and land on a live video feed of a real four-lane intersection, where a curling target has been painted on the asphalt right before a crosswalk's stop line. While the light is green, they pick which oncoming car will stop closest to the target — the way a curling stone slides toward the house — while chatting live with other viewers about their picks. When the light turns red and the traffic brakes, the feed reveals whose call landed closest. A correct pick earns the player donation points that convert into support for Korea's Paralympic curling team, and the daily broadcasts were fronted by rotating celebrity hosts, including comedian Yang Se-hyung on February 14.
Results
Stop-line compliance at the campaign intersection rose from 73% to 92% between February 1–18, 2018. The campaign drew 1,835,480 participants and 2,008,648 views, with 668,632 likes, and player picks converted into 99.7 million KRW donated to Korea's Paralympic curling team.
- 1
The player opens Hyundai's mobile campaign platform to a live video feed from a camera mounted above a real four-lane intersection in Seoul, where a curling target is painted on the road near the crosswalk stop line.
- 2
A celebrity host narrates the broadcast live, encouraging viewers to keep watching and to respect the stop line.
- 3
As approaching cars near the intersection, the player predicts which one will stop closest to the target — the same logic as guessing which curling stone lands nearest the house.
- 4
The player chats with other viewers who are watching the same live traffic feed at the same time.
- 5
The light turns red and traffic stops; the broadcast shows which car stopped closest to the target without crossing the line, deciding the round's winning guess and awarding correct guessers donation points that accumulate round after round.
- 6
Points collected over the course of the campaign are converted into money donated to Korea's Paralympic curling team, totaling 99.7 million won.
- 7
The campaign extends offline through an event at Hyundai's space in Seoul's DDP, where participants meet the Olympic mascots.
