The Campaign

As a sponsorship of FIFA World Cup, Hyundai has created Hyundai Cheering Stadium where anyone can enter and make cheers as a football fan representing their own country over the physical constraints. In this digital stadium, when fans chanted to cheer for their national teams, voices from the same country were gathered together to create one loud chant and one fan's character to be filled with the stadium in real time. The fans from 32 nations competed with each other with a volume of the collected chant and a number of fans' characters. Also, the schedule of competing with cheering countries on the platform matched the national teams that played each other in the World Cup. So, we could motivate fans to cheer again and invite their friends to cheer together by showring the real-time status of cheering among all the countries.

Creative Execution

We developed the campaign platform where all the fans over the world gathered and had a chance to cheer together during the tournament. The campaign platform described the big giant football stadium that looks like an existing stadium in real life. A starting point of the fan journey was a sky over the stadium. And then, they would go inside the stadium and stand on a pitch when they decided to enter the stadium. They were encouraged to chant to cheer for their teams on the platform. And then, voices from the same country are gathered together to create one loud chant in real time. We visualized the sound of chant and the number of participants so that fans could check how enthusiastically fans around the world are cheering and top rankings among the nations. Lastly, the United chant was spread across Social Media to encourage other fans to participate.

Indication of how successful the outcome was in the market

Through this campaign, the voices of football fans who cheered from their homes, pubs, and stadiums, were gathered as one. A total of 32 giant cheering chants representing each country were created. Hyundai, can’t take all the world’s football fans to World Cup stadiums, but it can connect the voices of all the football fans and bring their passion to the World Cup Stadium. - Total participants: 5,155,503 - Total film views: 161,017,372 - Social Media Impressions by users: 1,535,566 (including likes, comments, and posts with hashtags) - Top Cumulative Ranking: England (1,218,815 fans in total) - Top Cheering Ranking by % of Population: Iceland (15.6% of Iceland’s population participated)