In 2020, we saw that nearly 60% of Hyundai’s Hispanic sales came from only 10 markets. These heavily regionalized sales presented the need for Hyundai to invest in broad, awareness-driving efforts that build familiarity and increase opinion with the Hispanic market. We focused specifically on the bi-cultural Mexican-American audience: those who have integrated both original and U.S. host cultures into their lives.
Our objective was to build immediate trust and an emotional connection that would create greater affinity for the brand among Mexican-American consumers. We chose to do so through the shared love of the game of fútbol.
During the pandemic, avid fútbol fans had limited ways to express their passion for the game and their beloved clubs. We wanted to give them a much-needed way to engage socially with other fans in a meaningful way that was culturally relevant yet felt new.
We tapped into Mexican culture by creating our own fútbol-themed version of Lotería, a beloved BINGO-like card game at the forefront of Mexican culture and history.
Staying true to the timeless style of Lotería art, we developed a full 54-card fútbol themed set that tapped into our shared inside knowledge of the game and the culture. From there we brought the illustrations to life by turning the traditional cards into GIFs, adding an element of action and humor to them, and made them available exclusively on Giphy for fans to share socially with friends and rivals during matches.
To create the most authentic connection possible, we narrowly focused on the Mexican-American target, specifically avid fútbol fans, who regularly follow Liga MX and are viewers of Univision’s Sabado Futbolero.
In terms of Hyundai Hispanic sales, in 2021 September through November sales increased by +7.8% Market Share. Hyundai (+.61 ppts), Tucson (+1.00 ppts).