Our brief was to connect cricket fans with Hyundai’s brand as part of their major sponsorship of the 2015 ICC Cricket World Cup. We were tasked with generating awareness of their brand new Hyundai Sonata, turbocharged performance.

Our target audience was males aged 35 – 55 who were aware of Hyundai as a brand, but never really considered the Hyundai Sonata to be particularly exciting – despite containing class-leading power amongst mid-sized sedans.

To draw attention to the class leading performance we created an activation based around the insight that everyone is driven by performance.

The performance of a player on the field has the ability to captivate an entire nation, similarly so the performance of a vehicle can captivate the imagination of the driver.

The ability to link Hyundai to moments of performance was an exciting proposition that connected the brand with every inspiring moment of the World Cup, whilst allowing us to promote the turbo-charged performance of the Sonata.

Our target market followed the Cricket World Cup religiously, on TV, through social media, via sports portals and news websites. Our activation was executed across multiple devices in every channel our audience was likely to be following the game.

Every time a big play took place in a World Cup Match bespoke creative customized to the event that just took place activated across every channel, driving cricket fans to a responsive website that gave them the opportunity to win a Hyundai Sonata plus other cricket related prizes.

Over 44 days of the World Cup, Sonata Power Plays:

- Had over 500,000 unique players

- Generated over 32 Million earned media impressions

- Had fan playing over average 7 minutes and 16 seconds every match

- Drove 16,000 qualified leads to Hyundai’s product pages

- Generated 1,200 brochure requests for the Hyundai Sonata – exceeding our KPI by 400%

- Generated 463 test drives

- Delivered Hyundai Australia’s most successful digital campaign ever