2011 Winners & Shortlists

The Campaign

Previously, title sponsorship, using A-board, product support, commercial display, special events and free tickets, etc.: these were the common activities for traditional sponsorship. However, we wanted to alter the concept and we decided to change the traditional perspective on sponsorship for the fans. It was not only about the sponsorship between the tournament and the players as in the past. We strived to be an 'innovative sponsor' for the fans who just 'watch the World Cup', through providing whole new experiences.

Success of the Campaign

Result: - Approximately 3.5 million participants / the Hyundai Fan Parks (30 cities) - Over 2.5 million people visited the official World Cup microsite, 42,000 SNS fan members and 3.7 million hits on Youtube video - Hyundai considered as "Global Brand", "Potential and Growing" rather than "just economic price brand" (July 2010: Focus Group Interview Results). In 2010 FIFA World Cup, Hyundai changed everything. Instead of bringing the football fans to the match, we brought the match to the football fans. All these efforts brought fans closer together, allowing them to unite around a common passion.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign started a month prior to the World Cup through TVCs, Print, OOH and interactive ads. We also published the handbook for the World Cup's information. The World Cup began and huge crowds attended the Hyundai Fan Parks, which offered the opportunity to enjoy the World Cup by providing venues and large screens in 30 cities. People’s enthusiastic cheering and celebration brought the festival alive. It was the moment which allowed fans to "Feel the game", just like Hyundai’s campaign slogan. After the events, the buzz spread through worldwide social networks such as Facebook and blogs. Through the Fan park live broadcasts, which were shown on the Official Hyundai World Cup website, more people had a chance to participate in this dynamic experience.