Hyundai Promo FEEL THE GAME by Innocean Seoul

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FEEL THE GAME

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Industry Cars
Media Promo & PR
Market South Korea
Agency Innocean Seoul
Creative Director Hye Jin Won
Account Supervisor Peter Lee, Seyoung Oh, Haedong Kim
Released May 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: HYUNDAI
Product/Service: AUTOMOBILE
Agency: INNOCEAN WORLDWIDE
Date of First Appearance: May 1 2010
Entrant Company: INNOCEAN WORLDWIDE, Seoul, KOREA
Entry URL: http://fifaworldcup.hyundai.com
Vice President: Steve Il-soo Jun (Innocean Worldwide)
Executive Director: Thomas Han (Innocean Worldwide)
Group Account Director: Sang-Hoon Rhee (Innocean Worldwide)
Group Account Director: Sam Ryu (Innocean Worldwide)
Creative Director: Hye-Jin Won (Innocean Worldwide)
Account Director: Moonie Huh (Innocean Worldwide)
Account Director: Sunghan Kim (Innocean Worldwide)
Account Supervisor: Peter Lee (Innocean Worldwide)
Account Supervisor: Seyoung Oh (Innocean Worldwide)
Account Manager: Stefano Park (Innocean Worldwide)
Account Manager: Seongho Lee (Innocean Worldwide)
Account Manager: Sungmin Bae (Innocean Worldwide)
Account Executive: Yoon Kim (Innocean Worldwide)
Group Account Director: John Park (Innocean Worldwide Europe)
Executive Managing Director: William Cho (omnipartners)
Account Supervisor: Haedong Kim (omnipartners)
Account Manager: Alex Shin (omnipartners)
Account Director: J.S Leo Lee (e.style)
Managing Director Argentina: Sebastian Direcx (TMSW)
President Latin America: Martins Vieira (TMSW)
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

Describe the objective of the promotion.
Even though 2010 FIFA World Cup was held in the continent of Africa for the first time, the limitations and the low marketing efficiency of South Africa made us turn our eyes to people in the world, by moving the scenes and the fever of World Cup football stadiums to football fans in the world. Our ultimate objectives were:
- Building innovative and global image to Hyundai by introducing a new and innovative culture of cheering.
- Maximising brand experience by highly increasing the engagement and interactions between consumers and Hyundai.

Describe how the promotion developed from concept to implementation.
Our concept was to let people to "Feel the game," as if they are at the stadium cheering for their teams, not having to go to South Africa. So we created the Hyundai Fan Parks and offered the opportunity to enjoy the World Cup by providing venues and large screens in 30 cities from 19 countries for 31 days. Giant screens broadcasted all the action from South Africa, while group cheering boosts the festive mood. Visitors to the Hyundai Fan Park got involved in various festive events and programs, music concerts, games, contests and awards.

Explain why the method of promotion was most relevant to the product or service.
Hyundai has valued that new thinking makes new possibilities. So, we came up with two "new thinking" ideas for the 2010 FIFA World Cup:
1. You don’t have to go to South Africa to feel the fever of the football stadium.
2. Sponsoring games and players are traditional sponsorship, but too old-fashioned. Be an innovative sponsor where we support the fans.
Through those, we could bring the World Cup back to all the football fans in the world and give them an experience of the cheering event that they’ve never seen before.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 3.4 million people participated through Hyundai Fan Parks in 30 cities.
Participants spread the words out through online, SNS and etc.
Over 2.5 million visitors to the Hyundai World Cup microsite, 62,000 fans (Facebook / Orkut) and more than 220,000 Facebook visitors.
Hyundai Acquired 'Global and Potential' brand image from 'Economic and Affordable' brand image.
Brand image has been successfully reinforced in terms of ‘Modern’, ‘Advanced’, ‘Good quality’, 'Ingenious', ‘Recommendable’, ‘Reliable’ and ‘Fun to drive’ by more than 30% of consumers.
Achieved 2nd place: Advertising and sponsorship’s unaided awareness.
1st place: Ad recall evaluation and ad preference evaluation.