The Campaign

Hyundai Motor Company has grown up as the fifth automotive maker in the global market, however, consumers still perceive Hyundai as an affordable and cheap car brand. 2010 World Cup is a big chance for Hyundai to move a step forward to the top global player and to build a new position with what Hyundai has achieved. Hyundai wanted to roll out the integrated campaign over 35 countries worldwide, which is on the largest scale ever in 2010 FIFA World Cup.

Success of the Campaign

1. Changed the way of enjoying the World cup via integrated campaign Lead active participation of football fans to increase the number of on-offline campaign participants during the World Cup period and achieve more than expected participation and fervent response. After participating Fan Park, the fans started to share the experiences through various SNS media & blogs. And most of them have been positive reactions. This wave had driven more people to come out to the Fan Park, over 3,400,000 fans joined in the Offline sport event (named Fan Park) in 35 cities world wide. 2. Enhanced Hyundai's brand power & Changed perception People who experienced these programs started to change the perception of Hyundai's brand status. Not only has enhanced brand awareness & preference, but also procure the acknowledgement as a global automobile brand. We could find out this from the interviews & research results after 2010 FIFA World Cup.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Campaign objective is to build a perception of Hyundai as a new official FIFA partner who supports fans loving football and global festival that everybody enjoys together, not just the World Cup itelf and players. To achieve it, we operated the campaign with various aspects : First, TV, print & OOH adverts convey a consistent message 'Feel the game!' and detailed information about the events. Secondly, Hyundai Fan Parks held in 35 cities worldwide and actual matches provide new experience to 'Feel the game!'. Meanwhile, fans are sharing the experience through SNS, youtube and other online & mobile platforms, which attract other consumers to the next events of Hyundai. Through the integrated campaign over 35 countries worldwide, Hyundai communicated consistent message delivered by both ATL and BTL strategy. Also, Hyundai fullfilled the desire of football fans through Fan park activitity and various outdoors event