FRUM

Hyundai Motor Group’s factory tour program has value as a major marketing channel visited by approximately 200,000 people annually. Unfortunately, it was unable to fully fulfill its potential due to issues stemming from an outdated tour system and process, as well as a lack of storytelling content.

FRUM approached the issues with the factory tour program from a service design point of view, pinpointed the issues by analyzing the overall service, including its content, operation and facilities, and established an improvement plan with systematic experience marketing.

With the three concepts of Comfortable Tour, Edutainment, and Spreading Experience as the end goal, Hyundai Motor Group’s pride, passion and potential were conveyed with content by establishing strategies centered around the Ulsan factory tour program, planning and producing content, and improving facilities in stages. We used visual expression for premium experience and value to enhance understanding of the brand and its image.