HYUNDAI CHEERING STADIUM

Short List
TitleHYUNDAI CHEERING STADIUM
ClientHYUNDAI MOTOR COMPANY
Product/ServiceHYUNDAI: 2018 FIFA WORLD CUP
CategoryC04. Real-time Response
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

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. Also, fans can record their chant with Facebook messenger in the mobile site. 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. Lastly, we could have 32 different presentative 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.

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
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
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
Links
Supporting Webpage