Blog
How Hyundai redefined the purpose of sponsorship
In today’s world, companies are no longer just expected to sell products, but also to have a brand with a purpose and a clear contribution to society.
Joey Poole
●
Copywriter
17 Mar 2023
●
4 minute read
In today's world, companies are no longer just expected to sell products, but also to have a brand with a purpose and a clear contribution to society. The population has become hyper-aware of the need to take care of the people and environment of the planet, and brands can use their influence to make a real difference to the consumer. Hyundai's 'Goal of the Century' campaign took this concept and ran with it at the FIFA World Cup - redefining the purpose of sponsorship.
Why/what?
Welcome to the “Future of Sponsorship”, where a new action field was born in the intersection of purpose and performance. In today’s world, consumers have access to more information than ever before, and they are becoming increasingly critical and attentive towards the actions of brands. They no longer accept that they are only focused on selling products, and instead, they demand that brands have a clear purpose and contribute to society. As a result, advertisers need to answer two essential questions to succeed in this changing landscape: “why am I doing all of this?” and “what am I trying to achieve here?”
The first question, “why am I doing all of this?” requires advertisers to have a clear understanding of their brand purpose. Brands that have a clear purpose are more likely to engage with their audience - and create a loyal following. By understanding why they are doing what they’re doing, advertisers can create a clear brand message that resonates with their target audience.
The second question, “what am I trying to achieve here?” must portray a thorough understanding of their campaign’s objectives. Whether it’s to raise awareness, increase sales, or create a positive impact on society, having an understanding will help advertisers create a clear message and achieve their goals.
By answering these two questions, advertisers can create campaigns that resonate with their audience and create positive impact sponsorship. Sponsors that can answer these two questions will be better equipped to create campaigns that one - engage with their audience, two - create a loyal following, and finally - achieve their objectives.
The Solution
Hyundai faced a significant challenge when it came to activating a sustainability campaign at the first-ever FIFA World Cup held in the desert. The challenge was to use their football sponsorship in the Middle East to create awareness for Hyundai’s sustainability and carbon-neutrality 2045 agenda.
When the pitch for Hyundai’s FIFA World Cup 2022 activation started in 2019, the team had to brainstorm ways to incorporate sustainability messaging into a football sponsorship (and in a region that is not traditionally associated with sustainability). The team had to consider the cultural norms and expectations of the region, as well as the logistical challenges of hosting a World Cup in the desert. Everybody wanted more - we wanted less.
To tackle this challenge, the team created the ‘Goal of the Century’ campaign, which focused on engaging the audience and encouraging them to make a positive impact in their communities. A framework was used that was designed to create a sense of community and encourage people to get involved. The campaign encouraged fans to take a pledge to make a positive impact in their communities and supported local sustainability initiatives. It was made into a campaign about our shared future, a healthier and greener tomorrow for us and our future generations.
Hyundai also partnered with influencers and celebrities such as K-pop group BTS (They used the power of music and changed the lyrics of one of their most popular songs to make it an anthem for sustainability) and Liverpool legend Steven Gerrard to create a buzz around the campaign and encourage participation. The team used social media to share facts, studies, and quotes to raise awareness about the issues they were addressing.
Implementation
The potential brand impressions that can be generated through a FIFA World Cup sponsorship are enormous. However, generating a high number of impressions is simply not enough to create a successful partnership between sponsors and FIFA. The ultimate goal is to create a positive brand sentiment among fans and drive digital conversions, in this case - such as submitting pledges and participating in predictor leagues.
To achieve this goal, the team behind Hyundai’s ‘Goal of the Century’ activation developed a blended measurement concept. By launching the campaign worldwide on Earth Day in April – instead of the first day of the tournament – it became clear that the campaign was not simply here to promote the FIFA World Cup or its host country Qatar (which was under intense scrutiny at the time). This concept combined hard, classic social media KPIs, such as likes, shares, and comments, with soft fan sentiment and digital conversion events. By using this approach, the team was able to track fan interactions and engagement, measure the impact of brand ambassadors, and identify the games that generated the highest retention.
By tracking fan sentiment, the team could assess how the campaign was being received by the target audience and adjust their strategy accordingly. They could also monitor digital conversion events, such as pledges and predictor league participation to measure the campaign’s impact and effectiveness in driving engagement.
Using a blended measurement concept allowed Hyundai and FIFA to move beyond just generating brand impressions and focus on creating a positive brand sentiment among fans. This approach also helped the team to identify what was working and what was not, enabling them to optimise the campaign for maximum impact.
The ‘Goal of The Century’ League activation was created within the Hyundai Match Predictor Game, exclusively for fans who had taken and upheld their pledge. Hyundai promised to bring the best predictor of the group stage to the World Cup Final. It worked beautifully.
Together, the team not only **designed **a recyclable museum for the FIFA Fan Festival (and for the first time included eco-friendly vehicles in the official fleet in Qatar), but Hyundai also pledged 1% of this year’s FIFA World Cup sponsorship fee to Common Goal - and that wasn’t even half of it. Every time a great goal was scored at the World Cup, we hijacked the moment through social media to raise people’s awareness of a greater goal.
The attention peak towards the final days of the tournament was used to once more put emphasis on the GOTC campaign. Since these branded assets fitted so organically well into the football world, there was little to no friction and branding was generally accepted. Clips performed brilliantly, players reposted and fans interacted heavily. It handed us the perfect firework to end the FIFA World Cup with a bang. Presenting the most emotional moment to a fan is like the brand laying an arm on your shoulder - all whilst you marvel at the most incredible moments together.
Closer
The Hyundai ‘Goal of the Century’ campaign was ultimately deemed an impact sponsorship success, and a great example of how brands can use a major sporting event to create awareness around important issues such as climate change. Through the use of a blended measurement concept, RAWR was able to measure the impact of the campaign on both social media and fan sentiment, and reward fans for taking climate-friendly actions.
The campaign generated 2.2 billion social impressions, demonstrating the impact of the campaign on social media and the engagement of fans. Millions of pledges and climate-friendly actions were taken by fans, and 10 of them were rewarded with tickets to the FIFA World Cup 2022. By tracking fan interaction and sentiment, we were able to create a campaign that resonated with Hyundai’s audience, created a positive impact, and achieved their objectives.
A special thank you to Jung von Matt SPORTS representatives Clara Iltgen & Felix Umbach for their collaboration on a successful campaign and presentation in London at the International Sports Conference 2023.
Blog
How Hyundai redefined the purpose of sponsorship
In today’s world, companies are no longer just expected to sell products, but also to have a brand with a purpose and a clear contribution to society.
Joey Poole
●
Copywriter
17 Mar 2023
●
4 minute read
In today's world, companies are no longer just expected to sell products, but also to have a brand with a purpose and a clear contribution to society. The population has become hyper-aware of the need to take care of the people and environment of the planet, and brands can use their influence to make a real difference to the consumer. Hyundai's 'Goal of the Century' campaign took this concept and ran with it at the FIFA World Cup - redefining the purpose of sponsorship.
Why/what?
Welcome to the “Future of Sponsorship”, where a new action field was born in the intersection of purpose and performance. In today’s world, consumers have access to more information than ever before, and they are becoming increasingly critical and attentive towards the actions of brands. They no longer accept that they are only focused on selling products, and instead, they demand that brands have a clear purpose and contribute to society. As a result, advertisers need to answer two essential questions to succeed in this changing landscape: “why am I doing all of this?” and “what am I trying to achieve here?”
The first question, “why am I doing all of this?” requires advertisers to have a clear understanding of their brand purpose. Brands that have a clear purpose are more likely to engage with their audience - and create a loyal following. By understanding why they are doing what they’re doing, advertisers can create a clear brand message that resonates with their target audience.
The second question, “what am I trying to achieve here?” must portray a thorough understanding of their campaign’s objectives. Whether it’s to raise awareness, increase sales, or create a positive impact on society, having an understanding will help advertisers create a clear message and achieve their goals.
By answering these two questions, advertisers can create campaigns that resonate with their audience and create positive impact sponsorship. Sponsors that can answer these two questions will be better equipped to create campaigns that one - engage with their audience, two - create a loyal following, and finally - achieve their objectives.
The Solution
Hyundai faced a significant challenge when it came to activating a sustainability campaign at the first-ever FIFA World Cup held in the desert. The challenge was to use their football sponsorship in the Middle East to create awareness for Hyundai’s sustainability and carbon-neutrality 2045 agenda.
When the pitch for Hyundai’s FIFA World Cup 2022 activation started in 2019, the team had to brainstorm ways to incorporate sustainability messaging into a football sponsorship (and in a region that is not traditionally associated with sustainability). The team had to consider the cultural norms and expectations of the region, as well as the logistical challenges of hosting a World Cup in the desert. Everybody wanted more - we wanted less.
To tackle this challenge, the team created the ‘Goal of the Century’ campaign, which focused on engaging the audience and encouraging them to make a positive impact in their communities. A framework was used that was designed to create a sense of community and encourage people to get involved. The campaign encouraged fans to take a pledge to make a positive impact in their communities and supported local sustainability initiatives. It was made into a campaign about our shared future, a healthier and greener tomorrow for us and our future generations.
Hyundai also partnered with influencers and celebrities such as K-pop group BTS (They used the power of music and changed the lyrics of one of their most popular songs to make it an anthem for sustainability) and Liverpool legend Steven Gerrard to create a buzz around the campaign and encourage participation. The team used social media to share facts, studies, and quotes to raise awareness about the issues they were addressing.
Implementation
The potential brand impressions that can be generated through a FIFA World Cup sponsorship are enormous. However, generating a high number of impressions is simply not enough to create a successful partnership between sponsors and FIFA. The ultimate goal is to create a positive brand sentiment among fans and drive digital conversions, in this case - such as submitting pledges and participating in predictor leagues.
To achieve this goal, the team behind Hyundai’s ‘Goal of the Century’ activation developed a blended measurement concept. By launching the campaign worldwide on Earth Day in April – instead of the first day of the tournament – it became clear that the campaign was not simply here to promote the FIFA World Cup or its host country Qatar (which was under intense scrutiny at the time). This concept combined hard, classic social media KPIs, such as likes, shares, and comments, with soft fan sentiment and digital conversion events. By using this approach, the team was able to track fan interactions and engagement, measure the impact of brand ambassadors, and identify the games that generated the highest retention.
By tracking fan sentiment, the team could assess how the campaign was being received by the target audience and adjust their strategy accordingly. They could also monitor digital conversion events, such as pledges and predictor league participation to measure the campaign’s impact and effectiveness in driving engagement.
Using a blended measurement concept allowed Hyundai and FIFA to move beyond just generating brand impressions and focus on creating a positive brand sentiment among fans. This approach also helped the team to identify what was working and what was not, enabling them to optimise the campaign for maximum impact.
The ‘Goal of The Century’ League activation was created within the Hyundai Match Predictor Game, exclusively for fans who had taken and upheld their pledge. Hyundai promised to bring the best predictor of the group stage to the World Cup Final. It worked beautifully.
Together, the team not only **designed **a recyclable museum for the FIFA Fan Festival (and for the first time included eco-friendly vehicles in the official fleet in Qatar), but Hyundai also pledged 1% of this year’s FIFA World Cup sponsorship fee to Common Goal - and that wasn’t even half of it. Every time a great goal was scored at the World Cup, we hijacked the moment through social media to raise people’s awareness of a greater goal.
The attention peak towards the final days of the tournament was used to once more put emphasis on the GOTC campaign. Since these branded assets fitted so organically well into the football world, there was little to no friction and branding was generally accepted. Clips performed brilliantly, players reposted and fans interacted heavily. It handed us the perfect firework to end the FIFA World Cup with a bang. Presenting the most emotional moment to a fan is like the brand laying an arm on your shoulder - all whilst you marvel at the most incredible moments together.
Closer
The Hyundai ‘Goal of the Century’ campaign was ultimately deemed an impact sponsorship success, and a great example of how brands can use a major sporting event to create awareness around important issues such as climate change. Through the use of a blended measurement concept, RAWR was able to measure the impact of the campaign on both social media and fan sentiment, and reward fans for taking climate-friendly actions.
The campaign generated 2.2 billion social impressions, demonstrating the impact of the campaign on social media and the engagement of fans. Millions of pledges and climate-friendly actions were taken by fans, and 10 of them were rewarded with tickets to the FIFA World Cup 2022. By tracking fan interaction and sentiment, we were able to create a campaign that resonated with Hyundai’s audience, created a positive impact, and achieved their objectives.
A special thank you to Jung von Matt SPORTS representatives Clara Iltgen & Felix Umbach for their collaboration on a successful campaign and presentation in London at the International Sports Conference 2023.
Blog
How Hyundai redefined the purpose of sponsorship
In today’s world, companies are no longer just expected to sell products, but also to have a brand with a purpose and a clear contribution to society.
Joey Poole
●
Copywriter
17 Mar 2023
●
4 minute read
In today's world, companies are no longer just expected to sell products, but also to have a brand with a purpose and a clear contribution to society. The population has become hyper-aware of the need to take care of the people and environment of the planet, and brands can use their influence to make a real difference to the consumer. Hyundai's 'Goal of the Century' campaign took this concept and ran with it at the FIFA World Cup - redefining the purpose of sponsorship.
Why/what?
Welcome to the “Future of Sponsorship”, where a new action field was born in the intersection of purpose and performance. In today’s world, consumers have access to more information than ever before, and they are becoming increasingly critical and attentive towards the actions of brands. They no longer accept that they are only focused on selling products, and instead, they demand that brands have a clear purpose and contribute to society. As a result, advertisers need to answer two essential questions to succeed in this changing landscape: “why am I doing all of this?” and “what am I trying to achieve here?”
The first question, “why am I doing all of this?” requires advertisers to have a clear understanding of their brand purpose. Brands that have a clear purpose are more likely to engage with their audience - and create a loyal following. By understanding why they are doing what they’re doing, advertisers can create a clear brand message that resonates with their target audience.
The second question, “what am I trying to achieve here?” must portray a thorough understanding of their campaign’s objectives. Whether it’s to raise awareness, increase sales, or create a positive impact on society, having an understanding will help advertisers create a clear message and achieve their goals.
By answering these two questions, advertisers can create campaigns that resonate with their audience and create positive impact sponsorship. Sponsors that can answer these two questions will be better equipped to create campaigns that one - engage with their audience, two - create a loyal following, and finally - achieve their objectives.
The Solution
Hyundai faced a significant challenge when it came to activating a sustainability campaign at the first-ever FIFA World Cup held in the desert. The challenge was to use their football sponsorship in the Middle East to create awareness for Hyundai’s sustainability and carbon-neutrality 2045 agenda.
When the pitch for Hyundai’s FIFA World Cup 2022 activation started in 2019, the team had to brainstorm ways to incorporate sustainability messaging into a football sponsorship (and in a region that is not traditionally associated with sustainability). The team had to consider the cultural norms and expectations of the region, as well as the logistical challenges of hosting a World Cup in the desert. Everybody wanted more - we wanted less.
To tackle this challenge, the team created the ‘Goal of the Century’ campaign, which focused on engaging the audience and encouraging them to make a positive impact in their communities. A framework was used that was designed to create a sense of community and encourage people to get involved. The campaign encouraged fans to take a pledge to make a positive impact in their communities and supported local sustainability initiatives. It was made into a campaign about our shared future, a healthier and greener tomorrow for us and our future generations.
Hyundai also partnered with influencers and celebrities such as K-pop group BTS (They used the power of music and changed the lyrics of one of their most popular songs to make it an anthem for sustainability) and Liverpool legend Steven Gerrard to create a buzz around the campaign and encourage participation. The team used social media to share facts, studies, and quotes to raise awareness about the issues they were addressing.
Implementation
The potential brand impressions that can be generated through a FIFA World Cup sponsorship are enormous. However, generating a high number of impressions is simply not enough to create a successful partnership between sponsors and FIFA. The ultimate goal is to create a positive brand sentiment among fans and drive digital conversions, in this case - such as submitting pledges and participating in predictor leagues.
To achieve this goal, the team behind Hyundai’s ‘Goal of the Century’ activation developed a blended measurement concept. By launching the campaign worldwide on Earth Day in April – instead of the first day of the tournament – it became clear that the campaign was not simply here to promote the FIFA World Cup or its host country Qatar (which was under intense scrutiny at the time). This concept combined hard, classic social media KPIs, such as likes, shares, and comments, with soft fan sentiment and digital conversion events. By using this approach, the team was able to track fan interactions and engagement, measure the impact of brand ambassadors, and identify the games that generated the highest retention.
By tracking fan sentiment, the team could assess how the campaign was being received by the target audience and adjust their strategy accordingly. They could also monitor digital conversion events, such as pledges and predictor league participation to measure the campaign’s impact and effectiveness in driving engagement.
Using a blended measurement concept allowed Hyundai and FIFA to move beyond just generating brand impressions and focus on creating a positive brand sentiment among fans. This approach also helped the team to identify what was working and what was not, enabling them to optimise the campaign for maximum impact.
The ‘Goal of The Century’ League activation was created within the Hyundai Match Predictor Game, exclusively for fans who had taken and upheld their pledge. Hyundai promised to bring the best predictor of the group stage to the World Cup Final. It worked beautifully.
Together, the team not only **designed **a recyclable museum for the FIFA Fan Festival (and for the first time included eco-friendly vehicles in the official fleet in Qatar), but Hyundai also pledged 1% of this year’s FIFA World Cup sponsorship fee to Common Goal - and that wasn’t even half of it. Every time a great goal was scored at the World Cup, we hijacked the moment through social media to raise people’s awareness of a greater goal.
The attention peak towards the final days of the tournament was used to once more put emphasis on the GOTC campaign. Since these branded assets fitted so organically well into the football world, there was little to no friction and branding was generally accepted. Clips performed brilliantly, players reposted and fans interacted heavily. It handed us the perfect firework to end the FIFA World Cup with a bang. Presenting the most emotional moment to a fan is like the brand laying an arm on your shoulder - all whilst you marvel at the most incredible moments together.
Closer
The Hyundai ‘Goal of the Century’ campaign was ultimately deemed an impact sponsorship success, and a great example of how brands can use a major sporting event to create awareness around important issues such as climate change. Through the use of a blended measurement concept, RAWR was able to measure the impact of the campaign on both social media and fan sentiment, and reward fans for taking climate-friendly actions.
The campaign generated 2.2 billion social impressions, demonstrating the impact of the campaign on social media and the engagement of fans. Millions of pledges and climate-friendly actions were taken by fans, and 10 of them were rewarded with tickets to the FIFA World Cup 2022. By tracking fan interaction and sentiment, we were able to create a campaign that resonated with Hyundai’s audience, created a positive impact, and achieved their objectives.
A special thank you to Jung von Matt SPORTS representatives Clara Iltgen & Felix Umbach for their collaboration on a successful campaign and presentation in London at the International Sports Conference 2023.
