Title | HYUNDAI CHEERING STADIUM |
Brand | HYUNDAI MOTOR COMPANY |
Product / Service | HYUNDAI: 2018 FIFA WORLD CUP |
Category | D02. Use of Branded Content created for Digital or Social |
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 |
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.
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.
Of course, it's hard to ignore the impact and power of Social Media in this era. More than that, Hyundai strove to approach to the people easily and communicate with them via Social Media! This led Hyundai to build a stadium named Hyundai Cheering Stadium. This stadium held a cheering competition for football fans with a schedule that matched the national teams that played each other in the World Cup. People talked about this stadium and online events as they got to know about them in social media or in any related websites. That's how Media devoted to this campaign.
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.