September saw Hyundai Motor Company, the official automotive partner of the FIFA Men’s World Cup, release a music video called ‘Yet To Come (Hyundai Ver)’ with Korean K-pop super group BTS as part of its umbrella ‘Goal Of The Century (GOTC)’ Qatar 2022 activation programme.
The car company’s World Cup campaign song was officially released globally on 23 September through music streaming platforms (including Spotify and Apple Music) and via a full-length music video on Hyundai’s own official YouTube channel.
‘Yet To Come (Hyundai Ver)’ is a UK rock remix version of BTS’ ‘Yet To Come (The Most Beautiful Moment)’ track and aims to reinforce the brand’s ‘Goal Of The Century’ World Cup initiative focused creating a better future together.
The video features people all around the world singing together in stadiums and visualises the world Hyundai wishes to create through the 2022 FIFA World Cup: illustrating the solidarity and unity behind the ‘Goal of the Century’, the World Cup and football in general.
Plus, the music video also depicts Hyundai’s future aspiration and aim to transform into a Smart Mobility Solution Provider: including featuring Spot from Boston Dynamics, Advanced Air Mobility, as well as electric vehicle models like the IONIQ 5 and IONIQ 6.
While the track itself features both original lyrics and new, added lines like “Now the vision is clear, the Goal of the Century is here,” “I know, together, we’ll make it better” and “We’re gonna run till a new tomorrow”. It encourages viewers to ‘sing together and get united for the better future’ and to ‘find more about Goal of the Century online at a bespoke site at https://www.hyundai.com/worldwide/en/…)
The ‘Goal of the Century x BTS: Yet To Come (Hyundai Version) Official Music Video’ generated more than 12m views in 24 hours on the car company’s YouTube channel alone.
It includes the copy “Together we will make the world a better place! In celebration of the FIFA World Cup 2022. The Goal of the Century campaign song and initiative can’t be achieved by one individual alone, but only if we all join forces and unite. Just like football players come together as a team. We aim to use the power of football to go forward together in pursuit of the greatest goal – a united world for sustainability.”
To further spread the underlying message and expand the ‘Goal Of The Century’ activation programme further, Hyundai launched a TikTok challenge #TeamCentry12 on 1 October for football fans around the world via Hyundai’s official TikTok account (@Hyundai_worldwide). This #TeamCentury12 challenge illustrates the ‘Goal of the Century’s unity message through a simple set of dance moves featuring a signature shoulder-to-shoulder action.
“As one of the most influential global artists in the world, BTS and their music greatly influence our society to develop in a positive direction. Through the World Cup campaign with BTS, we hope to create an opportunity for people all over the world to unite towards one goal of sustainability and cheer each other up,” said President and CEO of Hyundai Motor Company Jaehoon Chang.
Comment
The ambitious and multi-faceted change-led activation programme emerged from the insight that football has the greatest global influence of all sports and thus has the potential power to unit and move people and to drive change and aims to unite fans around the planet to link together and create awareness and action for human and nature-centered sustainability.
Hyundai first launched its Qatar 2022 linked, global sustainability ‘Goal of the Century’ initiative on 22 April 22 to coincide with Earth Day. The multi-phase, multi-channel activation is part of the company’s ongoing mission to achieve carbon neutrality by 2045.
It began with Hyundai introducing the activation and its ‘Team Century’ group of ambassadors who are promoting various environmental and social sustainability projects throughout 2022.
For example, former England and Liverpool Fc legend and current Aston Villa manager Steven Gerrard leads the ‘Team Century’ group (drawn from the worlds of football, music, art, photography, and fashion) which includes BTS, Denmark national team member and surgeon Nadia Nadim, American fashion designer Jeremy Scott, Italian artist Lorenzo Quinn, documentary photographer and visual storyteller Nicky Woo, British food writer and entrepreneur Ella Mills, USWNT star Alex Morgan and Boston Dynamics’ ‘Spot’ robot.
Each ambassador joins the global team and campaign and also fronts strands and creative in their respective local markets.
The activation programme has already spanned a variety of ad campaigns and customer engagement programs including a Global Test Drive promotion, a Goal Of The Century contest/pledge/ticket giveaway, a Team Century supporters programme and brand ambassador appearances.
This multi-strand sponsorship programme follows Hyundai and sister company Kia’s Russia 2018 activation programme which was also led by a high profile band partnership and anthem with Maroon 5.
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