The Campaign

We created two separate campaigns with highly targeted messages, strategically staggered to have maximum impact and talk ability amongst the distinct fan segments. For the Bandwangoners: Have a Fling with Football Hyundai gave fans of other codes the permission to be football fans during the FWC – we encouraged them to ‘have a fling’. The campaign was light hearted, fun and provocative with heroes from other codes showing it was OK to put your first love sport on hold for football. For the Hard Core: Socceroos letters We knew our light-hearted ‘Fling’ would fall flat with core fans, so we had a separate campaign - just for them - ready to go at stage 2. Hyundai delivered 5 heartfelt letters from Socceroos players to their mentors that had helped them on their journey to the FWC. Emotive, authentic stories that pulled on the heart strings of core fans.

Creative Execution

Launched first, Fling created the anticipated smiles, but also criticism from core fans who expected an ‘in-the-know’ campaign from Hyundai. Early proof of our targeting success: Twitter wars shouting “Hyundai doesn’t understand Football fans” Then we released Letters. The tide turned. Core Fans praised the campaign, and publicly revoked their initial criticism of Hyundai’s misunderstanding of the audience. We then delivered our campaigns via channels appropriate to each. Fling utilised non-football TV media, ambassadors from other sports ‘having a fling’, non-football social influencers, “Share your Fling and Win” new car giveaway and 15” pre rolls on non-football digital networks. Conversely, Letters was targeted at Core Fans environments with the campaign initially ‘leaked’ through key football influencers (journalists and fans) – to allow the initially critical fans to correct themselves publicly. World Cup TV, Live Viewing Parties, Twitter ‘first view’ football takeover and long form social content supported by football ambassadors.

This was one of those campaign that just did everything we had planned for. On the launch of ‘Fling’… - A Twitter firestorm of condemnation from Core Fans. - 3 angry journalists - 5 blogs damming ‘The Fling’ Then launching ‘Letters’… - Pages of comments supporting Hyundai - 9 profile twitter users retracted statements - 18 tweets ‘getting the strategy’ - 300+ tweets praising letters - 94% positive sentiment towards Letters on Twitter Massive Reach - 23m impressions - 2.6m full video views - 1,875 competition entries - #2 Top Tweet in Australia for June And most importantly we hit all Hyundai’s Campaign Objectives: - Hyundai mass market purchase consideration up 7.1% to 42.05% (target 40%) - Campaign recall of 54% (target 45%) amongst core fans - Positive brand attributes ‘Australian’ up 9.2% and ‘Fun’ 7.4% - Reduction in negative brand attribute ‘Cheap’ down 3.7%

Australia is the world’s most cluttered football market. 4 unique versions of the game (Rugby Union, Rugby League, Aussie Rules and Soccer) competing for the attention of just 20M fans. Hyundai have a long, proud partnership with football (soccer), but as a mass market brand they faced a unique challenge. How to connect with bandwagon FIFA World Cup fans who’s light-hearted attention spikes once every 4 years whilst not alienating the hard core fans whose passions never waver and demand absolute authenticity. The answer lay in the foundations of great entertainment. Storytelling. Two audiences. Two stories. One simple goal.

Research showed that Bandwagon Fans and Core Fans had very different behavior drivers. Core Fans connect most powerfully through emotive stories that bring them closer to the players and rewarded their understanding of the football world. Bandwagoners simply craved social currency during the World Cup. Talking to one group in the tone of the other would not only miss it’s mark, it could impact negatively on the brand – who've earned years of credibility with Core Fans. Bandwagoners: Have a Fling with football We recognized that most Australian sports fans had a single sport they LOVE – rarely football. But when the World Cup comes around, millions put their first love on hold and become (temporary) fans of football. Core Fans: Letters Core Fans are acutely aware of the importance of the Hyundai A-League in developing Australia’s National Team, and the value and support of dedicated people along this journey.