At the busiest street of Seoul, a virtual betting house appears. As passing cars slow down to stop at the stop line, people glue their eyes on the huge screen. The betting begins, both on mobile and PC. For the first time in the world, the Car Curling game was broadcasted live for 5 whole days. Who thought of this game, and why?

Hyundai, the most renowned and beloved company is the No.1 automotive company in Korea, wanted to give back to society. In Korea, traffic accidents are a chronic social problem. Particularly Korea ranks the highest in pedestrian death rate 36.6%, among all the OECD member nations. (OECD average 17.5%)

Korean people generally want to pass the stop line. Switching over from the stop line to the finish line, applying sports games to cars on the street

Car Curling offers an innovative interactive idea of promoting driving etiquette, not by law but just by playing a game and having fun. The unique approach to protect precious lives of pedestrians was enthusiastically supported by the general public.

The stop line observance rate increased from 29% to 43% on Car Curling site. (increased by 14%) A total of 59,000 people participated in the betting. Broadcasted on various types of media and created a huge buzz. (Facebook, Twitter, Blog and etc…) Hyundai’s philosophy ‘New Thinking New Possibilities’ brought changes to society.

Korean people generally want to pass the stop line at first. Normally the stop line is being recognized as the start line by drivers. Switching over from the stop line to the finish line, applying sports games to cars on the street.

Curling, a game played on ice in which heavy stones with handles(curling stones) are skimmed towards a target(house). That way, ‘Observe the stop line’ can change over from ‘road rules’ to ‘game rules’. Car Curling game offers a innovative interactive idea of promoting driving etiquette.

Car Curling Promoted driving etiquette not by law but just by having fun. The unique approach to protect precious lives of pedestrians was enthusiastically supported by the general public.

Stop line observance rate increased from 29% to 43% on Car Curling site. (increased by 14%) A total of 59,000 people participated in the betting. Broadcasted on various types of media and created a huge buzz. (Facebook, Twitter, Blog and etc…)

Hyundai’s philosophy ‘New Thinking New Possibilities’ brought changes to the society.