#BecauseFutbol Parallels Hyundai Customer Loyalty and Futból Fan Passion
FOUNTAIN VALLEY, Calif., June 4, 2014 – As the world suits up for the largest sporting event this year, Hyundai kicks off the 2014 FIFA World Cup with a complete 360° integrated marketing platform that celebrates fan passion. Two all-new in-game 30-second spots featuring the redesigned 2015 Sonata will join digital, social, CRM, and retail executions engaging and inspiring audiences. The spots will 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. 2014 marks Hyundai’s fourth consecutive year since 2002 as the official vehicle sponsor of the World Cup.
This year’s creative theme celebrating fan passion is a nod to what being a true fan really means. Hyundai’s ranking as No. 1 in customer loyalty for the fifth consecutive year, according to research consultancy, Brand Keys, served as the creative inspiration. The all-new spots highlight the emotional love of the game and aim to inspire fans with two simple words – “#BecauseFutbol.” Creative was developed by Hyundai’s agency of record, INNOCEAN USA.
“Boom,” a 30-second spot, celebrates fan passion as a powerful force shedding light on the world-wide phenomenon of baby booms. The ad illustrates how a single win can literally create a generation – “#BecauseFutbol.”
“Avoidance,” a 30-second spot, follows a man on his emotional journey home to watch a game he’s recorded. He goes to great lengths to avoid spoilers throughout the day, only to be foiled by an unexpected source. Viewers sympathize with the man – “#BecauseFutbol.”
“Soccer fans are more than just supporters of the game – they are die hard, loyal fanatics for their teams and countries,” said Steve Shannon, vice president, Marketing, Hyundai Motor America. “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 all-new 2015 Sonata offers a more refined look through the new Fluidic Sculpture 2.0 design language, stiffer body structure, better ride quality, reduced noise, vibration and harshness and advanced safety and convenience features. Sonata truly democratizes the premium design and convenient technology of the Genesis sedan for the mid-size sedan class.
“Hyundai chose to focus on the fans, and the passion Hyundai shares with them for the sport of Futból,” said Greg Braun, executive creative director, INNOCEAN USA. “The statement, ‘Because Futból’ was the perfect summation of the phenomenons that passion creates.”
“#BecauseFutbol” extends beyond the big screen as Hyundai invites fans to share their passion for the game and connect with other fans around the globe digitally at BecauseFutbol.com. Built on the Tumblr platform, BecauseFutbol.com connects, inspires and engages fans with unique content and tools developed by dozens of leading Tumblr artists and content creators. Elevating the artistic expression and fan passion shared on BecauseFutbol.com, for the first time ever, customized content created by the Tumblr artists will be featured on the Times Square Billboard in New York during the days leading up to the World Cup.
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 more than 820 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 limited warranty, Hyundai’s 10-year/100,000-mile powertrain limited warranty and five years of complimentary Roadside Assistance. Hyundai Blue Link Connected Care provides owners of Hyundai models equipped with the Blue Link telematics system with proactive safety and car care services complimentary for one year with enrollment. These services include Automatic Collision Notification, Enhanced Roadside Assistance, Vehicle Diagnostic Alert, Monthly Vehicle Health Report and in-vehicle service scheduling.
For more details on Hyundai Assurance, please visit www.HyundaiAssurance.com