Advertiser: HYUNDAI
Agency: INNOCEAN WORLDWIDE
Category: Cars & Automotive Services
DTOR. Servicio Cliente: Daniel De Ana (Havas Media)
Account Director: Anita Schlosser (Havas Media)
Account Manager: Rafael Mateu (Havas Media)
Account Manager: Alvaro Arroyo (Havas Media)
Brand General Manager: Ricardo Urías (Havas Media)
Execution
Before every match things warm up in Facebook and Twitter, with our Fan Team travelling to Poland and Ukraine, and with press and TV. On match day we call the fans nearby Real Madrid’s stadium. And if you’re not in Madrid, the MiHyundaiFanPark app lets you make your own Fan Park wherever you are, collecting the Party Kit from a Hyundai dealer. During the match Twitter and Facebook thrilled people in Spain, letting them “X-ray” the fans’ feelings. At the final whistle, the social networks were red hot.Between games the virtual Fan Park keeps us updated with what’s going on, following the daily lives of team and fans in Facebook, Twitter and YouTube.Also, we made Iker Casillas a Hyundai ambassador – well, he can stop anything except a Hyundai ix35. He looks out over the Fan Park from a 2400 m2 billboard on one of Madrid’s tallest buildings.
Effectiveness
- +80% TV coverage; +29 million impacts (Kantar Media). - High raise awareness, reaching a highest peak of 11,8 point, increasing the average from 7,4 to 10,2 (IOPE). Increasing Total recall (78%) and TOM up (IOPE). - Fan Park attendance success, with a total attendance of 627.000 (Madrid Council).- Outstanding performance in Social Media.- 47.321 visitors to the Hyundai EURO microsite. (Comscore)- 23.861 new Hyundai fans in Facebook.- 2.362 MiFanPark virtual Fan Park created. (Mobext)- 190.164 click in display campaign and 20.962 clicks in ad words campaign.- 407 new followers in Twitter (Twitter).
Strategy
In recent years Hyundai has been breaking down prejudices in Spain about the quality and design of its cars, tugging at people’s heartstrings. Hyundai is a FIFA sponsor, hitting a peak of awareness with the 2010 World Cup – over 1,000,000 people in the Fan Park party, where the high point is watching the football match on gigantic screens. After that boost, with the Euro 2012 we had to bond further with Hyundai brand awareness and we decided to get back close to our fans’ hearts. It wasn’t good enough for us to be logo-everywhere sponsorship. We wanted to be in the epicentre of Euro 2012 being part of the fans’ thrills; before, during and after the Spanish team’s every success, like a true fan would experience it. And we did it by increasing awareness +37% (the objective was 25%) and gathering over 627,000 souls at Madrid Fan-Park during the EURO2012!