Hyundai Promo, Case study WORLD CUP FEVER by Initiative

Adsarchive » Promo , Case study » Hyundai » WORLD CUP FEVER


Pin to Collection
Add a note
Industry Cars
Media Promo & PR, Case study
Market Canada
Agency Initiative
Released June 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: HYUNDAI
Product/Service: AUTOMOTIVE
Date of First Appearance: Jun 11 2010
Entrant Company: INITIATIVE, Toronto, CANADA
Media Director: Tatania Tucker (Innocean Worldwide Canada)
Account Director: Spiro Paravantes (Initiative)
Senior Vice President, Client Services: Sue Alexander Ash (Initiative)
Media Planner: Scott Cosgrove (Initiative)
Media placement: Mobile - Score - June 1, 2010
Media placement: Experiential - Freestyle Soccer Team - Speed Promotions - June 5, 2010
Media placement: Experiential, Street Events - Speed Promotions - June 5, 2010
Media placement: OOH - Resto Bar - New Ad - June 7, 2010
Media placement: Newspaper - Toronto Star - June 10, 2010
Media placement: Television - Telelatino - June 11, 2010
Media placement: Online - - June 11, 2010
Media placement: Online - Facebook - June 11, 2010

Insights, Strategy & the Idea
2010 marked the second time Hyundai Auto Canada would be the official automotive partner of the FIFA World Cup. In the past, reaching fans of the game was limited to traditional broadcast sponsorships and logo placements, while effective for improving short-term awareness; it did little to resonate with Canadians and help improve brand opinion and perceptions that Hyundai was nothing more than a “value” brand.

The insight: Soccer is all about passion. From the players on the field all the way down to the rabid fans that support them. Connecting and engaging with fans through sports sponsorship had to go beyond talking about it. Hyundai would have to demonstrate it.

By actively participating and interacting with fans, Canadians would see a new side of Hyundai that was not only relatable, but also had some brand character beyond “price”.

Creative Execution
The campaign consisted of multiple touch points all aimed at reaching the truly passionate fan. A Facebook page was developed which allowed Canadians to create and share custom team jerseys. Jerseys were uploaded as profile pictures allowing users demonstrate their team pride and team loyalty.

8 guerrilla events were also planned in key soccer hubs. FIFA branded Hyundai’s 20-man foosball table, which took to streets before key games engaging fans with branded team swag, a freestyle soccer clinic and the chance for table soccer bragging rights.
Traditional support included in-bar posters, sponsorships of online soccer pools and a mobile campaign on Canada’s most download sports app.

All connected back to a microsite ( which allowed users to follow scores, follow the Hyundai street team or use the Hyundai “excuse generator” for those looking get out of work to catch a game.

Results and Effectiveness
By 2pm on the first day, 10,000 users had signed up as fans on Hyundai’s Facebook page. At the completion of the campaign, Hyundai’s Facebook page had reached over 52,000 fans and to date is ranked among the 5 fastest brand pages to reach the 50,000 fan mark in Canada. In terms of sales, June 2010 closed as the company’s best sales month in history selling 11,501 units (up 14% versus the previous year).