By Barry Janoff
June 4, 2014: Unveiling what it calls a "complete 360˚ integrated marketing platform that celebrates fan passion," Hyundai is ready to play its part as an official partner of the 2014 FIFA World Cup to the hilt.
The automaker's effort, "Because Football," features two new TV spots, which Hyundai said would air on ESPN and Univision as part of Hyundai's "exclusive whistle-to-whistle automotive advertising sponsorship of the World Cup series broadcasts on the networks."
"Because Football" supports the new 2015 Sonata, which is just now hitting dealers.
Hyundai will extend the campaign to fans throughout the World Cup and then beyond via a dedicated Web site, BecauseFutbol.com. There, visitors can leave messages, chat, learn Brazilian dance moves, find out about "The Five Stages of Loss," share music and artwork related to the World Cup and post photos along with words of wisdom.
One guy, whose skin is decorated in the colors of his favorite team, wrote, "I used my daughter's make-up to paint my face." Another offers, "I named our son after a left midfielder."
The marketing dialogue continues at such social media destinations as Twitter, Facebook and Tumblr.
In addition, Hyundai will have a billboard in New York's Time Square prior to the World Cup opener on June 12.
"Soccer fans are more than just supporters of the game – they are die hard, loyal fanatics for their teams and countries," Steve Shannon, vp-marketing for Hyundai Motor America, said in a statement. "As the industry leader in customer loyalty, Hyundai knows a thing or two about passion. This year's World Cup campaign shows what being a 'true' fan really means; and how for 30 days people come together, lives change, emotions rise and unexpected moments happen."
The two TV spots "highlight the emotional love of the game and aim to inspire fans with two simple words – "#BecauseFutbol," according to Hyundai. Creative was developed by Hyundai's lead agency, Innocean USA.
In "Boom," Hyundai explains why there might be a baby boom nine months after the World Cup. It follows a couple into a maternity ward, where countless other women are are the verge of giving birth. It then tracks the couple back nine months when their team won the World Cup, which directly led to a moment of passion.
"Avoidance" sees a man driving in his Sonata from work to home, going to great lengths to avoid hearing the outcome of a World Cup match that he has recorded. Unfortunately, when he walks into his home, his young daughter yells, "Daddy, we won!"
Both spots encourage viewers to visit the "Because Football" Web site and to share their soccer comments on social media with a hash tag, #BecasueFootball.
This marks Hyundai's fourth World Cup as an official marketing partners, dating back to 2002.
According to Greg Braun, executive creative director for Innocean USA, "Hyundai chose to focus on the fans, and the passion Hyundai shares with them for the sport of Futbol. The statement, 'Because Futbol' was the perfect summation of the phenomenons that passion creates."
In addition to Hyundai Kia Motors, official FIFA global partners include adidas, Coca-Cola, Emirates, Sony and VISA.
FIFA World Cup partners include Anheuser-Busch (Budweiser), Castrol, Continental, Johnson & Johnson, McDonald's, Moy Park, OI and Yingu.
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