As an official sponsor of the FIFA 2014 World Cup, Hyundai created a brand campaign that celebrated fan passion. We were tasked with capturing the attention of our audience by creating communications that showcase the many ways fans behave and express their unflinching love for the World Cup.
We ran print ads in ESPN the Magazine and partnered with @ESPN’s Twitter account to post tweets that helped illustrate the steadfast devotion and enthusiasm of soccer fandom.
The brand sentiment lift from pre- to post-campaign totaled +36pts, more than double our benchmarked goal, resulting in a high rank of 92% favorability.
This campaign stimulated the 2-year flatlining brand opinion by +5.5% (37% - 39%), while reversing the declining brand awareness by +15% lift (from 33% - 38%). Digging deeper, those that declared they were “Passionate Soccer Fans” had an even higher lift of the brand opinion against those not watching the World Cup (+17%), showing those more likely to be exposed to the campaign.
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