Spikes Asia

Hyundai Cheering Stadium

INNOCEAN WORLDWIDE, Seoul / HYUNDAI / 2018

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Overview

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Credits

Overview

Background

Football is more enjoyable when watching with others than watching alone. It’s more exciting to cheer with others, and the more cheers, the more enthusiasm.

Hyundai had held World Cup Fan Park from all over the world during the past four World Cups as an official FIFA Partner. Football fans around the globe enjoyed the games in Hyundai Fan Park by cheering and competing together.

However, Hyundai has been challenged to create a new kind of cheering campaign for the World Cup, due to a risk of terrorism and cultural change of football fans watching games with the smartphone usage.

Thus, we needed to find a way to unite cheering fans around the world to cheer together over the physical constraints such as money, time, distance, tickets, etc.

Description

As a sponsorship of FIFA World Cup, Hyundai has been challenged to create a new kind of cheering campaign for the World Cup, due to a risk of terrorism and cultural change of football fans watching games with the smartphone usage.

Thus, we created Hyundai Cheering Stadium, a digital platform, where anyone can enter and make cheers as a football fan representing their own country over the physical constraints.

When fans chant to cheer for their national teams on the platform and Social Media, the platform automatically gathered the voices from the same country together to create one loud chant in real time.

The fans from 32 nations competed with each other with a volume of the collected chant that the platform designed.

Also, we delivered the designed chants to the stadiums where the teams competed by advertisements and the fan zone around the stadium.

Execution

We developed the campaign platform where all the fans over the world gathered and had a chance to cheer together during the tournament.

At first, fans were able to check the schedule of competing cheering countries matched the national teams that played each other in the World Cup.

Secondly, they were encouraged to chant to cheer for their teams on the platform. And then, voices from the same country are gathered together to create one loud chant in real time.

Third, the United chant was spread across Social Media to encourage other fans to participate.

Lastly, we could have 32 different representative chants from the countries, and finally delivered chants to the stadiums where the teams competed.

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