The first week of June sees the launch Hyundai USA’s 360 degree marketing platform celebrating fan passion around the World Cup.
The US activation from FIFA’s official automotive partner is led by two all-new, in-game 30-second (with extended one minute versions and dual language) spots featuring the redesigned 2015 Sonata.
‘Boom’ aims to illustrates how a single World Cup win can literally create a generation,
while ‘Avoidance’ follows a man on his emotional journey home to watch a game he’s recorded as he goes to great lengths to avoid spoilers throughout the day.
The TV work is supported by digital and social activity promoted via the campaign’s #BecauseFutbol hashtag, plus CRM activity and retail executions (all aiming to engage and inspiring audiences).
The spots, developed by Hyundai’s in-house agency Innocean (USA), will air on both ESPN and Univision as part of Hyundai’s exclusive ‘whistle-to-whistle’ auto adv sponsorship of the World Cup series broadcasts across the American networks.
The #BecauseFutbol World Cup initiative sees Hyundai invite fans to share their passion for the game and connect with other fans around the globe digitally at BecauseFutbol.com.
The objective of this Tumblr led campaign strand aims to connect, inspire and engage fans with a set of unique content and tools developed by several; leading Tumblr artists and content creators.
The Tumblr site includes a set of 120 pieces of original art that are being steadily rolled out through the month-long tournament.
Around 60% of the artworks are being created by six Tumblr influencer/artist, while the remaining work is being developed by Innocean and design studio ILoveDust.
This digital art work bridges to the physical space too as part of the BecauseFutbol campaign sees customised content created by the Tumblr artists featured on Hyundai’s Times Square Billboard in New York during the days before the World Cup kicks off.
Another site tool enables users/viewers to remix existing art pieces to create their own versions which they can share socially.
Other content strands on the Tumblr include a ‘Where To Watch’ section which is a tool enabling fans to find places to watch World Cup games near their locations, plus a list-generating World Cup Ticket Giveaway Sweepstakes that ran across the USA in March and April.
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The theme of celebrating fan passion, one used by many World Cup marketers (both official partners and sponsors alike) aims to act as a nod to what it means to be a true and loyal football fan .
Indeed, this reflects one of Hyundai’s own ‘brand truths’, as according to research consultancy Brand Keys, Hyundai USA ranks No1 in customer loyalty for the fifth year in a row and tis is the underlying driver behind that inspires the creative approach.
‘Soccer fans are more than just supporters of the game – they are die hard, loyal fanatics for their teams and countries,’ explains Hyundai USA’s VP Steve Shannon.
‘As the industry leader in customer loyalty, Hyundai knows a thing or two about passion. This year’s World Cup campaign shows what being a ‘true’ fan really means; and how for 30 days people come together, lives change, emotions rise and unexpected moments happen.’
‘Hyundai chose to focus on the fans, and the passion Hyundai shares with them for the sport of Futból,’ outlines Innocean USA executive creative director Greg Braun.
‘The statement, ‘Because Futból’ was the perfect summation of the phenomenons that passion creates.’
2014 marks Hyundai’s fourth consecutive year since 2002 as the official vehicle sponsor of the World Cup.
In addition to this US-led campaign, Hyundai is also rolling out a global ‘Glorious Journey’ initiative (see case study) and other local market work such as its UK ‘Coppa90’ YouTube football channel partnership (see case study).
Links
Because Futbol Tumblr
Hyundai USA Website
I Love Dust Website
Hyundai World Cup Web Hub
Hyundai World Cup Facebook
https://www.facebook.com/hyundaifootball
Hyundai World Cup YouTube
https://www.youtube.com/user/HyundaiWorldwide
Hyundai Pinterest
http://www.pinterest.com/worldhyundai/
Brazil 2014 World Cup Website
FIFA Website
