Hyundai Promo, Case study FEEL THE GAME by Innocean Seoul

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FEEL THE GAME

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Industry Cars
Media Promo & PR, Case study
Market South Korea
Agency Innocean Seoul
Account Supervisor Seyong Oh
Released May 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: HYUNDAI
Product/Service: HYUNDAI
Agency: INNOCEAN WORLDWIDE
Date of First Appearance: May 1 2010
Entrant Company: INNOCEAN WORLDWIDE, Seoul, KOREA
Entry URL: http://fifaworldcup.hyundai.com
Account Supervisor: Seyong Oh (Innocean)
Group Media Director: Dong Hee Kim (Innocean)
Media Planning Supervisor: Chris Cho (Innocean)
Director of Integration: Julian Smallwood (Havas Media)
Global Associate Director: Jason Lee (Havas Media)
Global Media Director: Martin Dufty (Havas Media)
Media placement: TV Campaign - 2 Spots - CNN, NGC, Eurosports And Local TV Channels - 1 May 2010
Media placement: Print Campaign - Local Magazines And Newspapers - 1 May 2010
Media placement: Outdoor Campaign - Landmarks In Capetown, Johannesberg, Eindhoven, Santiago, Frankfurt, Berlin, Rom - 1 May 2010
Media placement: Interactive Campaign - Youtube, Facebook And Local Websites - 8 May 2010

Insights, Strategy & the Idea
Hyundai’s sponsorship of the 2010 World Cup was the primary means to growing volume sales by at least 5% against a static market, steadily increasing market share.
Our target was anyone who might own a new or used Hyundai anywhere in the world – a mass target for a mass event.
The first ‘Social’ World Cup was a communication opportunity to ‘embed the brand in society’, driving brand consideration by changing perception from ‘value for money’ to ‘global’ status.
The challenge? Do this in a hugely cluttered event where competitors/sponsors are all trying to do the same.
Our key insight was that shared experiences of the World Cup would be the most memorable.
We therefore brought people together on 2 levels; 1) physically, via live, public broadcasts of WC games in ‘Fan Parks’, and 2) virtually, by creating content for digital/social media which heightened their excitement of the tournament.

Creative Execution
1. Experiential events
• An online ‘team slogan’ contest, with winning slogans painted on all 32 official Hyundai team buses.
• Fan Parks in 30 cities re- created the feel of a stadium. They continued throughout the tournament, bringing the brand closer to people with cars on display and contests to win vehicles.


2. Virtual activities
• A viral video featuring Nick Vujicic, a severely disabled, inspiring football fan.
• ‘Fill your Boots’: app to test your WC knowledge as you kick footballs into the boot of an i30.
• ‘Football Predictor’: app allowing you to compete with friends on WC predictions.
• Photo sharing pages for fans watching at home, with prizes for the most impressive costumes.
Teams in NYC, London and Sao Paulo responded to posts, encouraged influencers to share content/experiences (especially from Fan Park events) and managed prizes. This plus mass media support drove participation levels globally

Results and Effectiveness
Results and effectiveness
1. Participants
• >3.5 million attended Fan Park events
• >2.5 million visited Hyundai’s WC microsite
• >62,000 fans on Facebook/Orkut, + 220,000 Facebook visitors
• 4.79 million hits on Youtube for Nick Vujicic’s video

2. Tracking (Synovate)
• Hyundai recognized as a FIFA partner more than Adidas, VISA & Sony
• Significant increases in brand preference (e.g. Brazil up from 47% to 57%, South Africa from 36% to 44%).
• Perceptions shifted from ‘Economical’ to ‘Global Brand’ with ‘Huge Growth Potential’.

3. Unit Sales
• Up 7.4% in 2010 vs. 2009 – Hyundai Kia becoming the 4th largest automotive brand, overtaking Ford.