Jack Morton Worldwide, the brand experience agency, has been appointed by Hyundai Motor UK Ltd to create and deliver the activation strategy for Hyundai’s sponsorship of the 2010 FIFA World Cup. The agency was appointed through a competitive pitch process. The campaign, which launches in May, integrates live activity at Hyundai dealerships across the UK and at Premiership matches with digital activity through social media.
Andrew Cullis, Marketing Director, Hyundai Motor UK said “We are delighted to be growing our relationship with Jack Morton. The thinking and creative ideas are absolutely right for Hyundai and our customers and we know our World Cup campaign is going to be unmissable for football fans and families alike”.
Hyundai’s Football Trade and Upgrade will see over 140 Hyundai UK dealerships offering to trade over 50,000 new footballs for old, over three weekends from the 22nd May. The number of balls matches the number of cars sold in the UK in 2009. Consumers taking part will also have the chance to win World Cup tickets. Interactive ‘goal’ themed POS where customers can practice their goal scoring skills into the boot of a car will be in dealerships from the 8th May to promote the Trade-In.
Jack Morton is working with SOS Africa, the African children’s charity, to re-home the traded-in balls in good condition to schools and community projects in ten South African cities. Hyundai will top up the traded-in balls with new balls to reach the target of 5000 footballs for South Africa. Any balls which don’t make the grade will find new life through the Waste for Energy scheme in the UK.
The Hyundai Goodwill Ball Event invites fans to kick off the World Cup celebrations by writing messages of support to the England team on a gigantic Goodwill Ball. The giant inflatable ball will be sent to the England team in South Africa. Fans have already started signing the ball at matches at West Ham’s Boleyn Ground.
The digital aspect of the campaign includes two competitions running through Facebook: www.facebook.com/hyundaiuk . The first asks consumers ‘What would you trade in exchange for World Cup tickets?’. Fans’ 30 second video pitches will be rated by the public, with the three most popular winning amazing World Cup trips including match tickets. The competition will be promoted by a viral film.
WAG Manor is the second competition whereby consumers have a chance to win a weekend during the World Cup with friends and family at a luxury country pad, WAG Manor – the best place to watch the World Cup outside of South Africa. Both competitions and the viral launch on the 17th May.
Jack Morton Executive Vice President, Julian Pullan said: “We are thrilled to be taking our relationship with Hyundai into new territory, and particularly to be appointed as lead creative agency on a fully integrated high profile marketing campaign. We very much look forward to launching the campaign.”