Hyundai, the official automotive partner of the 2014 FIFA World Cup Brazil, will focus on the passion of football fans in its marketing campaign for the event in June. Hyundai will work on the theme "#Because Futbol” as created by agency Innocean USA. David Matathia, Hyundai Motor America's director of marketing communications, provided a preview of the campaign to Advertising Age.
“#Because Futbol” plays to the idea that only Hyundai can bring out World Cup-level loyalty in customers – as evidenced by five years of dominating the rankings in customer loyalty in studies by research outfit Brand Keys.
Matathia remarked that the theme centers on the thought that while football fans are loyal and passionate about their nation or about their team, Hyundai owners are the same about their vehicles. Hyundai’s campaign will run across ESPN and Spanish-language Univision.
The carmaker’s ads will underscore the emotions brought forth by the World Cup, asking fans to share their own passion for the big game.
One of Hyundai’s ads, titled "Boom," tells how a World Cup win made a Spanish-speaking country go mad with and make love, eventually resulting to a spike of deliveries nine months after in a hospital emergency room. Another ad, “Avoidance" shows a young man who is so obsessed in avoiding all mentions of World Cups results.