FIFA Automotive Partner Hyundai/Kia’s Global/Local World Cup Twin Strategies

June sees official Brazil 2014 automotive partner Hyundai/Kia (which is providing 1,021 vehicles to the tournament) accelerates its global and local market World Cup activation applying varying tactics across its international initiative and its key country campaigns. While its global, multi-phase and content-rich ‘Glorious Journey’ offers a bit of something for everyone to most demographics and segments around the world, its local campaigns are more tightly based on country-specific insights. For example its US #BecauseFutbol initiative connects brand loyalty to fan passion (thus leveraging its No1 US loyalty car category status), whilst its UK its Copa90 YouTube channel partnership sees it focus on the heavy YouTube use of committed British football fans. In Brazil, its ‘Hexagarantia Hyundai ‘extended warranty led campaign is a play on words (as Hexa means six and the host nation is seeking its sixth World Cup trophy). While sister company Kia in the USA leverages its previous Super Bowl work and specifically targets NFL fans via an old school ‘sex sells’ supermodel fronted ‘Become A Fan‘ initiative.