Title | HYUNDAI CHEERING STADIUM |
Brand | HYUNDAI MOTOR COMPANY |
Product / Service | HYUNDAI: 2018 FIFA WORLD CUP |
Category | A05. Audio Content |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Media Placement | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Media Placement 2 | HAVAS LONDON, UNITED KINGDOM |
PR | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Production | THE BREEZE Seoul, SOUTH KOREA |
Production 2 | SORISOM-C Seoul, SOUTH KOREA |
Production 3 | INFINITY MUSIC Seoul, SOUTH KOREA |
Production 4 | SUPERMAKET Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Taeyong Kim | INNOCEAN Worldwide | Account Superviser |
Jongpil Kim | INNOCEAN Worldwide | Account Superviser |
Eunjung Ahn | INNOCEAN Worldwide | Account Director |
Euisung Ha | INNOCEAN Worldwide | Account Sr.Manager |
Byungkyu Chun | INNOCEAN Worldwide | Account Manager |
Chloe Soovin Kim | INNOCEAN Worldwide | Assistant Manager |
Yeeun Dan | INNOCEAN Worldwide | Assistant Manager |
Hyemin Park | INNOCEAN Worldwide | Account Executive |
Juwon Park | INNOCEAN Worldwide | Account Executive |
Jaeseok Sim | Innocean Worldwide | Media Director |
Mungyeom Kim | Innocean Worldwide | Media Sr.Manager |
Yonglae Cho | Innocean Worldwide | Media Planner |
Eunchong Lee | Innocean Worldwide | Media Planner |
Joohee Yoon | The Breeze | Representative Director |
Sangyi Won | The Breeze | Deputy General Manager |
Seoniel Back | The Breeze | General Manager |
Byunggil Kwak | The Breeze | Motion Grapher |
Changkug Choi | The Breeze | General Manager |
Younghak Kim | The Breeze | Deputy General Manage |
Hyunjun Lee | The Breeze | Manager |
Myeongho Jang | The Breeze | Assistant Manager |
Seun Park | The Breeze | Clerk |
Hongseok Choi | The Breeze | Clerk |
Wonpyeong Lee | Supermarket Creative | Executive Producer |
Jaeseok Lee | Supermarket Creative | Executive Producer |
Seonhee Jung | Supermarket Creative | Producer |
Kyuhyung Lee | SORISOM-C | Audio Producer |
Daihyun Kim | Infinity Music | Audio Producer |
Hyundai created Hyundai Cheering Stadium where anyone could enter and send their cheers to express 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 to create one loud chant in real time. The fans from 32 nations fought for their nation's higher ranking and pride for their countries 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.
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 realized the presence of Hyundai Cheering Stadium before. Lastly, we could have 32 different representative chants from the countries. The up-to-date version of the united chants was released to the stadiums where the teams competed.
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.
The one thing that could thrill worldwide football fans for this year was definitely 2018 FIFA World Cup Russia™. And here's new era of enjoying soccer matches not only in real life but also in the online platform without any cost with Hyundai. During this spots event period, Hyundai introduced a digital stadium that supported global football fans to cheer for their national teams with their real voices. Hyundai also utilized Social Media to advertise this massive cheering stadium as social media has been the very entertaining platform for people of all ages.
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.