The last week of February saw automotive brand Hyundai leverage two of its flagship European football partnerships with Atlético de Madrid and Chelsea FC to promote its new IONIQ 5 electric vehicle through a campaign called ‘Electric Football Training’.
The social media led sponsorship activations, which support an above-the-line marketing campaign, revolves around a pair of spots – one for each team – which see players put through their paces on the training pitch with the help of machines powered by a new electric car.
The Chelsea video sees club captain Cesar Azpilicueta, goalkeeper Edouard Mendy, defender Ben Chilwell and striker Olivier Giroud participate in a training session with a difference: one in which ball launchers are plugged in to the UK’s first Hyundai IONIQ 5 and then fire footballs at the players to test their touch, trapping and control.
The Atlético de Madrid spot sees striker Luis Suárez, goalkeeper Jan Oblak and Marcos Llorente on treadmills powered by IONIQ 5 for a tough workout session.
Both ads essentially promote the car’s innovative ‘vehicle-to-load’ technology which allows bi-directional charging and thus means that its 800v battery can function as a 110/220V power outlet for electronic devices – in this case the Premier League side’s ball launchers – enabling it to function as a ‘charger on wheels’ for any electric device (such as scooters, electric bicycles or camping equipment).
“The new IONIQ 5 is Hyundai’s first standalone electric vehicle and we wanted to show the benefits of its bi-directional charging,” explained Hyundai UK MD Ashley Andrew.
‘We thought it would be a fun idea to demonstrate the technology with our partners at Chelsea FC. While vehicle-to-load technology wasn’t necessarily designed to help footballers stay in shape on the training ground, it shows how versatile and useful the tech can be for motorists.”
Comment:
This is the first time an IONIQ 5, a family electric car with a 300 mile range which launched globally in the second half of February, had been seen either in Britain or Spain and they will be available in dealerships later in 2021.
Links:
Hyundai
Chelsea FC
Atlético de Madrid
https://en.atleticodemadrid.com/
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