HYUNDAI CHEERING STADIUM

TitleHYUNDAI CHEERING STADIUM
BrandHYUNDAI MOTOR COMPANY
Product / ServiceHYUNDAI: 2018 FIFA WORLD CUP
CategoryA05. Audio Content
EntrantINNOCEAN 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

Credits

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

The Campaign

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.

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 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.

Links

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