FIFA Partner Hyundai Activates World Cup & Invites Aussies To ‘Have A Fling With Football’

FIFA global partner, Australian league title brand and Football Federation Of Australia sponsor Hyundai launched a new national, multi-platform campaign ahead of Russia 2018 urging all Aussies to ‘Have A Fling With Football’.

The Hyundai Motor Company Australia, the self-described proudest Aussie football fan, launched its FIFA World Cup campaign in early June with work based on the knowledge that in Australia football is a young sport that has to compete against heavyweight codes such as rugby league, Australian rules and cricket.

Except once every four years when the FIFA World Cup comes around and all Australian sports fans focus on the beautiful game.

Thus Hyundai’s high profile athlete ambassador team includes sports stars from multiple codes – such as Wendell Sailor (Rugby), Damien Fleming (Cricket) and Luke Hodge (Aussie Rules) – who all aim to entice and encourage Australians to switch from their regular sports for a few weeks of World Cup football.

Developed in harness with agency Octagon and produced by Milkmoney, ‘Have a Fling with Football’ runs from 6 June right through the tournament until 15 July.

The integrated activation spans player endorser led television spots, match screening events, a broadcast partnership with SBS, plus a competition to win a Hyundai vehicle, as well as PR strands and influencer engagement, as well as social and digital work (with a digital hub at www.footballfling.com.au.)

The spearhead 60-second spot, which debuted on Fox and running across free to air networks in Australia, opens on a local, community football field as grassroots players warm up. Then, as the match kicks off, the sports stars are overcome by football fever and join the action on the pitch.

The video is being amplified across television and all the usual brand digital and social channels such as YouTube

and Twitter.

The @FIFAWorldCup kicks off this week! Millions of Aussies already love the beautiful game, but if you aren't one of the converted, why not have a fling with #football this June and July and see why it's the worlds most popular sport #footballfling #WorldCup pic.twitter.com/9q20UUujqu

— Hyundai Australia (@HyundaiAus) June 11, 2018

The same athlete ambassadors also appear at the brand’s official match screenings, while Hyundai has also linked up with several Australian bars and iconic sporting venues to add a World Cup soccer flavour for live screenings of Australian team group games.

These free pop-up events include an event at Melbourne’s Docklands on 16 June with a takeover of the famous Aussie Rules watering hole The Woolshed Pub next to the Etihad Stadium (where Carlton FC fans will be invited to trade in their team shirts for Socceroos green and gold kits), plus one in Sydney at the North Sydney Olympic Pool which will be changed into a unique screening venue for the Socceroos second group stage match against Denmark, as well as a takeover of the well known Brisbane State of Origin pub The Caxton for the Australia v Peru match.

These are all open to the public who can pre register for a spot at www.footballfling.com.au.

Another strand of the campaign is a competition to win prizes ranging from a Hyundai i30SR to World Cup tickets by sharing videos or photos on Instagram or Twitter with the campaign #FootballFling hashtag.

Win a Trip for Two to FIFA World Cup Russia to watch the Socceroos play France! Enter now at HyundaiFootball.com.au

A post shared by Hyundai Australia (@hyundaiaus) on Apr 25, 2018 at 5:15pm PDT

“Hyundai loves football. As the naming rights partner for the Hyundai A-League since its inception in 2005, we also support everything from grassroots football to the National Teams and the FIFA World Cup,” commented Hyundai Motor Company Australia marketing director Oliver Mann.

“This World Cup, Hyundai is inviting all Australians have a fling with football and get swept up in World Cup fever.”

Comment:

This is a strategically smart local campaign that hits an impressive number of consumer touchpoints and engagement pillars.

Hyundai has long been a hugely committed supporter of the sport in Australia – both in terms of investment and activation: it’s commitment stretches back to 2007 when it launched the ‘Hyundai Goals for Grassroots’ programme.

During its partnership period with the sport, Australian engagement with soccer has grown significantly – as has the fans consideration of the brand.

According to data from Futures Sport and Entertainment, 38% of A-League fans are more likely to consider purchasing a Hyundai compared to the general population.

While 78% of football fans believe Hyundai is supportive of football in Australia and it also ranks 1st of all brands associated with Australian football.

Hyundai is one of the major brand’s experiencing success with Australian football partnerships: other notable Socceroo sponsor activations include NAB’s ‘Tomorrow’s Game: What’s The Future Of Football’ initiative (see case study) and Caltex ‘CahillTex’ (see case study).

Links:

Hyundai Australia

https://www.hyundai.com.au/

https://www.youtube.com/user/ChannelHyundai

https://www.instagram.com/hyundaiaus

https://twitter.com/hyundaiaus

Octagon

http://www.octagon.com/australia

Russia 2018

http://welcome2018.com/en/

https://www.facebook.com/welcome2018

https://vk.com/welcome_2018