The Campaign

Hyundai has created Hyundai Cheering Stadium where anyone can enter and make cheers as a football fan representing their own country through the PC and mobile. Any football fans from homes, pubs and stadiums are able to 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 together to create one loud chant in real time. Influencers' videos during pre - launching period are also very helpful to encourage our targets to get to know about this campaign and join themselves. The fans from 32 nations compete for each other with a volume of the collected chant. The chants were finally delivered to the stadiums where the teams competed by advertisements and the fan zone around the stadium.

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 check 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. Thanks to heavy users of social media, each chant for the World Cup qualifiers was spread to users' friends or acquaintances rapidly and enormously. Lastly, we could have 32 different representative chants from the countries, and finally delivered chants 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)

The Situation

Hyundai Motor Company is the brand that redefines the meaning of the vehicle. Hyundai delivers the customers an idea that a car is not just the means of transportation that carries people to destination from the point of departure, but the means of transportation that connects people to people by giving them a chance to experience enjoyable and meaningful moments. So, as an official FIFA partner of the 2018 Russia World Cup, Hyundai Motor Company gathered all football fans from worldwide together and encouraged them to enjoy a more exciting and enthusiastic football event.

The Strategy

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.