Brief

■ Sonata, a representative automotive brand of S.Korea has carried out an ‘emotion quality’ campaign that exceeds the existing ‘mechanical quality’ campaign.

■ The onset is about the music listening in a car.

Challenge

■ What would it be like to drive a long ride without music?

■ Let’s provide music for the hearing-impaired.

■ A new form of music called ‘tactile music’ has been designed.

Idea

■ special seats for hearing impaired

"brilliant seat" enables you to hear through vibration

■ unlike any other promotions, production of the documentary film about a hearing impaired child

Idea

■ special seats for hearing impaired

"SONATA Tactile Music Seat" enables you to hear through vibration

■ installation in places such as school for hearing impaired, sign language cafe, and coffee bean

change the paradigm of a new outdoor-media through car seats

■ special seats for hearing impaired

"SONATA Tactile Music Seat" enables you to hear through vibration

■ installation in places such as school for hearing impaired, sign language cafe, and coffee bean

change the paradigm of a new outdoor-media through car seats

Results

■ unlike the typical test-drive experience, experience the "emotional campaign" in various places

■ spreading the campaign through SNS and viral

■ attracting the society's attention about the minorities