‘Sonata Power Plays’ amplified Hyundai’s sponsorship of the 2015 ICC Cricket World Cup and launched the vehicle in Australia in the form of real-time activations that aimed to ensure Hyundai own each and every major moment throughout the tournament.
The initiative came alive every time a major play took place on the pitch – sparking bespoke creative that not only drove awareness of the brand, but also gave fans a chance to unlock a series of prizes – including a Hyundai Sonata.
Utilising the attention of sporting enthusiasts and further strengthening Hyundai’s association with this world-leading sporting event, the launch of All-New Sonata was featured in the Sonata Power Plays campaign
The focus of Hyundai’s ICC campaign was a mobile interactive promotion giving cricket enthusiasts the chance to connect with live match-day action.
Every time a Power Play (wickets taken, boundaries hit, half-centuries and centuries) was recorded, the mobile based campaign site gave users the opportunity to WIN instant daily prizes, culminating in the grand prize of an All-New Sonata.
Encouraging site exploration, the campaign allowed visitors to access information about the All-New Sonata, book a test drive and to see its feature-packed stylish design ahead of public launch.
In addition Hyundai’s wider, multi-platform ICC World Cup activation ranged from extensive on-field and match-site Hyundai branding, in-stadium vehicle displays, and match day program advertising.
A (non-cricket) Sonata TVC campaign featured throughout the series with 30-sec TVCs being played at all Australian stadium matches,
while Sonata LED boards supported the campaign on perimeter boards at all matches.
Comment
Over the 44-day competition, Hyundai Power Plays engaged hundreds of thousands of unique players, putting Hyundai at the heart of every celebratory experience.
Other parts of its consumer engagement programme ranged from backing the trophy tour and ball tour, to activating in and around official Fan Parks.
Hyundai also handed over the keys to a fleet of its top selling models to the (ICC). The multipurpose fleet will be used for transporting VIP visitors, ICC Executives, Officials and teams – including coaching staff and players – throughout the World Cup event that ran from 14 February to 29 March 2015.
Hyundai’s International Cricket Council sponsorship initially began back in 2011 when it became the ‘Official Car Partner’ of the ICC Cricket World Cup 2011.
In 2012 Hyundai became the ‘Official Partner’ of the ICC and partnered with seven ICC official tournaments from 2012 to 2015.
The ICC partnership is part of Hyundai’s umbrella objective of expanding its global sports marketing activities to boost its brand image worldwide.
Other major sponsorships stretch from football, golf, ski jumping, and WRC.
Links
Hyundai Australia:
ICC Cricket World Cup:
