Hyundai, an official FIFA partner, has launched a local market World Cup campaign in India called ‘Save My Game’ that rewards both fans and non-fans.
Developed in harness with in-house agency Innocean Worldwide, the campaign’s objective is to reinforce Hyundai’s association with die-hard football followers and also to engage those who may not be committed soccer supporters.
Thus echoing Hyundai’s promise of being a brand for everyone.
For the committed fan, watching their team play without commercial interruptions is reward enough, but this initiative also rewards distraction for the non-fans
Fans are incentivised to call the ‘Hyundai Save My Game’ supporter helpline, while non-fan interruptions are rewarded with unique experiences (eg a special test drive, Paytm vouchers and interactions with their favourite TV stars etc).
The campaign encourages consumers to call up the helpline and nominate someone who could distract them during the match, whilst it simultaneously enhances the committed fan experience by creating a ‘Home Dug Out’ experience in their own house for 15 lucky winners.
These include a live, big game screening with branded FIFA merchandise, plus a cheering kit and other entertainments and hospitality for the fan and their friends.
The experiences are captured live and shared on Hyundai’s Social Media pages in order to drive further hotline call-ins.
The initiative is spearheaded by two separate films: each illustrates how match interruptions can distract a fan from a favourite game moment and also showcases how Hyundai’s intervention can relieve stress with light-hearted stories.
These spots aim to showcase the essence of a football fan’s obsession.
The initiative is being promoted across social media,
Getting interrupted while watching #2018FIFAWorldCup? #Hyundai #SaveMyGame Football Fan Helpline is here to take care of your interruption. Give a missed call on **football (**36682255) to save your game. 100+ prizes to be won every day on all match days and much more. Dial Now! pic.twitter.com/Ka4Ue6OGTf
— Hyundai India (@HyundaiIndia) June 24, 2018
Get a chance to watch the #2018FIFAWorldCup with special screening like never before at your home. Just give a missed call on **36682255 i.e. **football, the #Hyundai #SaveMyGame Football Fan Helpline, also stand a chance to win more than 100 exciting prizes. Hurry, call now! pic.twitter.com/JBEV6YU4dp
— Hyundai India (@HyundaiIndia) June 22, 2018
OTT platforms, radio ads in 12 cities and through high profile online Indian sports publishers.
“The IVR number **football (**38882255) is a novel number for inbound calls. On calling, callers interact with Artificial Intelligence powered IVR which takes caller’s speech input and starts customizing the interaction basis machine learning – a first in India,” explained Innocean Digital Services GM Abhishek Chhabra.
“Alongside, it converts speech to text and sends customized email and SMS. A mobile microsite when logged onto straightaway opens the mobile dialler enhancing the user interface quality. This campaign surely proves that digital interaction is not just limited to screens, but any form of technology including IVR.”
According to Innocean senior creative director Saminder Ghai: “Only a fan knows the pain of interruption during a nail biting game. So, we took it upon ourselves to find out a way by which a fan’s best moments could be saved. Thus, #SaveMyGame came to be. It takes spoofy settings that bring alive the promise of the in a memorable fashion. Moreover we saw it not just as a series of smart ads but also an engaging intervention on-ground.”
“At a time when every brand, irrespective of category, is vying to make themselves heard, the challenge was to be differentiated while retaining the passion for the sport. The connect needs to be memorable, since cricket rules the roost all year round and this is a rare opportunity,” added Innocean Worldwide’s Senior Clients Services GM Smriti Chawla.
Comment:
This blended fans and non-fans approach is fairly unusual – typically brands focus on one or the other.
Hyundai’s strategy is a fine example of a FIFA partner smartly adopting a blended global and local approach to its Russia 2018 activation.
It’s global ‘Be There With Hyundai’ initiatives range from its Maroon 5 tournament anthem
to the consumer created competition to come up with slogans for all 32 team busses,
while its local work ranges from this India campaign to other individual market initiatives such as ‘Letters’ (see case study) and ‘Fling With Football (see case study) – both in Australia.
Kia has also run a Russia 2018 campaign in India leveraging its worldwide official match ball carrier programme called ‘Two Little Feet’ (see case study).
Hyundai, in harness with its sister car company Kia, has been an official partner of FIFA since 1999.
Its objective has always been to “use the sport to reach out to fans in distinctive and memorable ways” and this campaign aims to bring that approach to life.
Links:
Hyundai India
https://www.youtube.com/user/HyundaiIndia
https://www.facebook.com/HyundaiIndia
https://twitter.com/HyundaiIndia
https://www.instagram.com/hyundaiindia/
http://www.hyundai.com/in/en/MediaCenter/FIFAAssociation/index.html
Innocean Worldwide
