Hyundai, both an official FIFA partner and also an official sponsor of the Spanish national squad, rolled out a collaborative competition to spearhead its Spnaish activation via an eclectic, craft centred campaign called ‘La Caravana de la Afición’ (The Caravan of the Supporters).
The initiative, which was run in collaboration with the national newspaper MARCA, is also referred to as ‘The Caravan Of Amateur Hobbies’ aims to act as a brand platform that helps achieve a greater connection between the fans and the team and show the world the hopes and the support of an entire country.
The contest is anchored around an anchor web hub and is promoted through social media posts and a series of emotive YouTube videos.
These posts and spots, recorded with fans, encourage fans to enter the competition by inventing animation objects that serve to support the Spanish national side (known in Spain as la Roja).
To enter users need to register on the web hub by 15 May and ‘create an original bulky object’ as an entry to join the Hyundai Spanish team caravan in Russia.
This supporter created legacy caravan of eclectic objects aims to ensure the strength of Spanish fan passion will be present in Russia all the strength of our fans.
The campaign aimed to inspire participation and ideas with three videos of three fans who have already made their tournament relevant support object in the forms of an inflatable table football, an origami ball, and a kite.
The winners, selected by a jury and chosen on the basis of ‘originality’ and ‘creativity’, will have their objects taken to Russia to support Spain while the creator inventors will win a VIP trip (including flight, transfers, accommodation and tickets) to the Spain against Portugal match on 15 June.
The initiative was developed with the Spanish division of the South Korean auto brand and Havas PR agency.
Comment:
Spain, one of the favourites for Russia 2018, are familiar around the world for their style of play and their recent success.
But this kind of campaign is fairly unusual.
Evening allowing for local culture and translation factors, this is a particularly eclectic initiative that leverages the current trend for craftsmanship and creation in a unique way.
What’s wrong with a flag and a vuvuzela?
Links:
Hyundai Spain
http://www.hyundai.es/experience/lacaravanadelaaficion/
http://www.lacaravanadelaaficion.com
https://www.youtube.com/user/HyundaiSpain
http://www.hyundai.es/experience
https://www.facebook.com/Hyundai.es
https://twitter.com/HyundaiEsp
https://www.instagram.com/hyundaiesp
Havas Spain
