Hyundai Ties passion of soccer fans with owner loyalty in Fifa world cup™ advertising blitz
FOUNTAIN VALLEY, Calif., June 9, 2010 – Hyundai, a global sponsor of the 2010 FIFA World Cup™, will connect with the world’s most passionate sports fans through a new ad campaign titled “Loyalty” breaking on ABC and ESPN’s wide ranging coverage of sport’s largest global event. “Loyalty” ads will unite soccer fans’ zeal for their team with Hyundai’s top owner loyalty ranking in Brand Key’s 2010 Customer Loyalty Engagement Index. The campaign will feature new TV spots woven into coverage on ABC, ESPN and ESPN2, with extensions on radio, print, online, social media and even Hyundai’s Times Square billboard. The wide-reaching effort continues Hyundai’s “Big Voices in Big Places” strategy, positioning the Hyundai brand in the highest profile advertising venues including the NFL’s Super Bowl and exclusive automotive sponsorship of the Academy Awards.
“Hyundai sees the FIFA World Cup sponsorship as a core element of our ‘Big Voices in Big Places’ marketing strategy and as an effective way to tie our number-one owner loyalty ranking with the passion that soccer fans feel for their team,” said Chris Perry, vice president of Marketing, Hyundai Motor America. “Through this multifaceted campaign, we hope to add to the excitement of the world's greatest game by speaking to and engaging FIFA World Cup fans all across the U.S.”
Three new 30-second spots have been developed to fill 287 slots spanning from in-game and halftime positions, to shows like “Sports Center,” “World Cup Prime” and “World Cup Live.” Spots showcase authentic stories of amazing and extreme loyalty shown by soccer fans from around the world. Jeff Bridges’ voiceover wraps up each spot with: “Fans show their loyalty in all kinds of ways. Ours just buy another Hyundai.” In addition, Hyundai will be the exclusive automotive sponsor of all 64 halftime shows. All advertising creative was developed by Innocean Worldwide Americas.
“The FIFA World Cup represents the height of fan passion and loyalty on a global scale,” said Jeff Spiegel, executive creative director of Innocean. “And this year’s World Cup happens to coincide with Hyundai becoming number one in customer loyalty. Therefore, the loyalty message made for a natural fit.”
The online strategy provides consumers a venue to demonstrate their passion. Digital ads on ESPN.com, ESPN360.com, ESPN Mobile and ESPNSoccernet.com will feature a “Loyalty” quiz, asking fans questions to determine the strength of their allegiance to their favorite team. For fans with a creative side, Hyundai’s YouTube brand channel page will challenge fans to create a video celebrating their team.
Hyundai is also bringing the excitement of FIFA World Cup soccer to Times Square. LED screens on Hyundai’s Time Square billboard will be used for interactive quizzes and display the loyalty claim along with a 3D animation of the 2011 Sonata.
“Loyalty” includes 12 pages of print advertising in ESPN the Magazine, featuring work from the world-renowned photographers Nadav Kander, Peter Marlow, as well as a photo from the U.S. upset of England in the 1950 World Cup.
A radio campaign offering more true stories of fan loyalty will span 51 in-game spots and more than 300 additional in-broadcast mentions during ESPN Radio’s coverage.
As part of Hyundai Motor Company’s global partnership with FIFA World Cup, Hyundai invited soccer fans around the world to participate in an exclusive program, “Be There with Hyundai (BTWH).” The program asked fans to create a slogan for their national team and 52,000 submissions were collected. The winning slogan for the U.S. team -- “Life, Liberty, and the Pursuit of Victory!” – was submitted by Kippur Taylor, from Lynchburg, Virginia. Taylor will be awarded Hyundai’s stylish Accent GS with Premium Package.
HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through about 800 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle warranty, Hyundai’s 10-year/100,000-mile powertrain warranty and 5-years of complimentary Roadside Assistance.
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