The Hexaguarantia campaign for Hyundai Motors Brasil was fundamentally a promotional campaign that was implemented locally prior to and during the 2014 World Cup as a replacement for global brand-building work due to exceptional local circumstances.

The primary promotion was a consumer offer to extend Hyundai’s, already market-leading, 5 year warranty to six years if the five-times World Cup winners, Brasil, won for a sixth time. This was supported by both an instant win promotion to get WC tickets after taking a test drive, and a fully-loaded special edition version of the locally produced HB20 model.

Most importantly, this campaign shows that advertising can still influence the financial and manufacturing aspects of a global corporation – changing warranty due to an advertising idea; and demonstrates that promotions can be aggressively brand-building.

By any measure, the campaign was phenomenally successful – sales, market share, test drives and brand opinion. It is also believed that there has been a real embedding of the brand into Brazilian society that has insulated the brand against the collapse in the automotive market that has been the result of the economic slow down post World Cup.

Key immediate promotional campaign results were:

• Volume sales change Jan – July 2014: +14% in a market down 8%

• Test drive promotion: Over 15,000 test drives taken in 60 days

• HB20 World Cup Limited Edition: Fastest ever selling SE (8,000 in two months)

• TOM Awareness: +18%

• Purchase Consideration: +15%

• Brand Preference: +17%

The lasting effect cannot be entirely conclusively attributed to Hexagarantia but, despite no new product, HMB has continued to prosper in dreadful market conditions:

• Ongoing brand volume sales, e.g. Q1 2015 YOY: +7% in a market down 27%