Car Curling

Objective

Hyundai leveraged the 2018 PyeongChang Winter Olympics and Korea's cultural interest in curling to promote traffic safety awareness. The brand aimed to increase compliance with stop lines and pedestrian safety regulations at high-traffic urban locations through a gamified experience that paralleled Olympic curling mechanics.

Solution

Car Curling was an interactive online game where players controlled virtual cars, attempting to stop them precisely before designated stop lines—mirroring the positioning mechanics of Olympic curling. The campaign featured live broadcasts with celebrities to amplify reach, an offline Olympic Mascot Event for additional engagement, and a charitable component where earned game points were converted to donations for the Korean Paralympic Curling Team. The game was integrated into a multi-touchpoint activation at DDP (Dongdaemun Design Plaza) in Seoul.

Results

The campaign reached 1,835,480 total participants with 2,008,648 total views and 668,632 likes. Most significantly, compliance with traffic stop lines at the campaign location increased from 73% to 92% during the campaign period (February 1-18, 2018), demonstrating measurable real-world behavioral impact. The campaign won a Silver Award at the 2018 Clio Awards in the Games category.