The Campaign

What Hyundai valued the most was to follow the football fans' activities in online and offline. Among all channels and sources, targets' social media platforms were our assets. To attract our targets, we offered what really appealed them, the football legends. Thierry Henry, Cafu, and Lucas Podolski shared their stories about fans' power to winning. The impact of legends' videos was impressive. People were talking about how much fans had been influential for each World Cup after they watched these videos on YouTube, Facebook, and Instagram. This drove user - oriented engagement with the least cost. That was how Hyundai performed their marketing strategy very rapidly and effectively. Football fans' interest on this campaign led their repetitive chant submission on campaign websites. As a result, Hyundai Cheering Stadium attracted audiences totaling 5,155,503 people in the end.

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.

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.

Hyundai approached to the fans more effectively by using our own digital platform, Social Media and football legend contents. We made a campaign movement by encouraging fans to participate in the event voluntarily. In the beginning, a fan might have involved in the event through a digital banner. But then they experienced the platform and were motivated to spread the campaign to invite their friends to win the cheering competition. We also took advantage of the power of football legends by collaborating with them. The fans were naturally exposed to the campaign through the legends' social media accounts.

Insights, Strategy and the Idea

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.