Title | HYUNDAI CHEERING STADIUM |
Brand | HYUNDAI MOTOR COMPANY |
Product / Service | HYUNDAI: 2018 FIFA WORLD CUP |
Category | D03. Use of Social & Digital Platforms |
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 |
Eunchong Lee | Innocean Worldwide | Media Planner |
Yonglae Cho | INNOCEAN Worldwide | Media Planner |
Joohee Yoon | The Breeze | Representative Director |
Sangyi Won | The Breeze | Deputy General Manager |
Byunggil Kwak | The Breeze | Motion Grapher |
Seoniel Back | The Breeze | General Manager |
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 |
Hyundai has created Hyundai Cheering Stadium where anyone can enter and make cheers as a football fan representing their own country over the physical constraints. Any football fans from homes, pubs and stadiums can 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. The fans from 32 nations compete with each other with a volume of the collected chant. Also, we delivered the chants to the stadiums where the teams competed by advertisements and the fan zone around the stadium.
Overall budget USD 2,984,999 Breakdown of costs/Paid Media budget - Social Media(Facebook & Instagram) USD 1,521,890 - INNOCEAN Demand Side Platform USD 1,283,663 - ETC(Paid Media for Russia and Iran market) USD 179,446
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 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)
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.
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.