In 2020, we saw that nearly 60% of Hyundai’s Hispanic sales came from only 10 markets. These heavily regionalized sales presented the need for Hyundai to invest in broad, awareness-driving efforts that build familiarity and increase opinion with the Hispanic market. We focused on reaching the bi-cultural, bilingual Mexican-American audience: those who have integrated both original and U.S. host cultures into their lives.

Our objective was to build immediate trust and an emotional connection that would create greater affinity for the brand among Mexican-American consumers. We chose to do so through the shared love of the game of fútbol. To reach this audience, Hyundai created a new sponsorship with Univision’s Sabado Futbolero, a 6-hour block of must-watch Liga MX (Mexican premier fútbol) matches.

During the pandemic, avid fútbol fans had limited ways to express their passion for the game and their beloved clubs. We wanted to fill this void and give them a much-needed way to engage socially with other fans in a meaningful, culturally relevant way that somehow felt new.

We tapped into Mexican culture by creating our own 54-card fútbol themed version of Lotería, a BINGO-like card game that is integral in Mexican culture and history. Staying true to the timeless style of Lotería art, we showcased our shared inside knowledge of the game and the culture. We then turned the traditionally illustrated cards into GIFs, adding an element of action and humor to them. Knowing how active fans are on their phones during matches, we made them available exclusively on Giphy to easily share via mobile devices with friends and rivals during matches.

The Hispanic audience is very diverse and Hyundai has a stronger relationship with consumers from Caribbean and Latin American countries of origin. To accelerate Hyundai’s Hispanic sales and grow market share though, it was critical to connect specifically with Mexican-American consumers (+60% of total Hispanic population).

Our objective was to build immediate trust and an emotional connection with our bi-cultural, bilingual target audience and we chose to forge this connection through the shared love of fútbol.

Additionally, we know these avid fútbol fans are active socially during matches so we needed to give them a way to express their passion in new ways that enhanced their game-time experience.

The Liga MX themed Lotería set we created utilized Giphy’s platform as a centralized hub to find all of the Lotería GIFs quickly and easily so they could be shared by fans in real time during matches.

With our Because Fútbol broadcast spots and a number of in-game ad units running heavily during matches, Hyundai was top of mind during Sabado Futbolero broadcasts. We wanted to extend Hyundai’s presence and provide rabid fans a social outlet to express their passion when very few existed during the pandemic.

Our sponsorship with Univision’s Sábado Futbolero began in September 2021 and is still currently running. To encourage continuous engagement, we released new cards throughout the season and into the playoffs and finals. We utilized Giphy’s platform as simple, centralized hub to find all of the GIFs quickly and easily so they could be shared by fans in real time during matches.

To create the most authentic connection possible, we narrowly focused on a Mexican-American target, specifically avid fútbol fans who regularly follow Liga MX and are viewers of Univision’s Sabado Futbolero.

To create the most authentic connection possible, we narrowly focused on the Mexican-American target audience, and more specifically, avid fútbol fans who regularly follow Liga MX and are viewers of Univision’s Sabado Futbolero.

In terms of Hyundai Hispanic sales, in 2021 September through November sales increased by +7.8% Market Share. Hyundai (+.61 ppts), Tucson (+1.00 ppts).

Twitter

IMPRESSIONS 6,452,716

TWEET ENGAGEMENTS 132,069

ENGAGEMENT RATE 19.75%

CLICKS 118,316

MEDIA ENGAGEMENTS 12,439

Instagram

IMPRESSIONS 2,821,954

TOTAL VIDEO VIEWS 949,626

VIDEO VIEWS +3 796,301

REACH 2,308,273

Giphy

VIEW COUNT 344,574