The Campaign

Hyundai created Hyundai Cheering Stadium where anyone could enter and send their cheers to express their hope to win and love to their national football teams. As more fans gather to this digital stadium, the larger volume of cheering will be made, representing the depth of football fans’ devotion. Any football fans from homes, pubs, and stadiums can cheer their country with other fans in this digital stadium. If they chant to cheer for their teams via the Campaign Site (PC/Mobile) and Social Media, voices from the same country are gathered together to create one loud chant in real time. The fans from 32 nations compete with each other with a volume of the collected chant. The chants were released to the stadiums where the teams have a football match as a form of advertisements and to the fan zone around the stadiums.

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. At first, fans were able to catch up the schedule of competing cheering countries matched the national teams that played each other in the World Cup. Secondly, 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. Third, the united chant was spread across social media to encourage other fans to participate who hadn't realize the presence of Hyundai Cheering Stadium before. Lastly, we could have 32 different representative chants from the countries. Up-to- date version of the united chants were released to the stadiums where the teams competed.

Results

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) As fans experienced this new digital stadium, they realized that their actions on winning had been truly meaningful. This motivated fans to send their chants for many matches several times which led a huge number of participants to our campaign.

When it comes to campaign with Direct marketing, you should consider users' active response to the campaign and the brand. Here is the case that meets all the standards. Hyundai Cheering Stadium by Hyundai. Hyundai Cheering Stadium was easy to access for the targets who are the football fans around the world during the most festive period in 2018, the World Cup. Hyundai recognized that a worldwide fanbase of football, and their desire to enjoy football even though they have limited ways to do so. With a creative idea with chants, the brand could drive fans' call to action!

As a sponsorship of the FIFA World Cup, we were targeting the fans who were not able to watch the match in person due to the boundaries of space and time and who eager to cheer with other fans in a safe place where they can avoid terrorism. Therefore, we decided to the digital marketing platform of the World Cup that allows all the fans over the world to gather and cheer together whenever and wherever they want. We could connect and inspire fans around the world with the journey over time and space of the football. We have also collaborated with the football legends, Thierry Henry, Cafu, and Lucas Podolski. They shared their football stories about the power of the fans' cheering to win the match. The stories motivate the fans around the world to cheer for their national teams, so the views of the videos were quite impressive.