Hyundai focuses it World Cup campaign on fans’ passion and loyalty

For Hyundai, FIFA Brazil World Cup official sponsor, only this sport event is capable of inspiring that passion. That is why the company will focus on fans to make a marketing campaign that will start next June.The strategy was designed by David Matathia, Hyundai Motor America’s Marketing Communications director. “The topic we are working on is: fans are so loyal and passionate with their country or team as much as Hyundai owners with their cars,” Matathia said.Hyundai’s effort in the World Cup will impulse the new Sonata 2015. “Sonata has the best car sales in the United States. It is so important for the brand, since it is the car that defines Hyundai,” Matathia assured.To have a privileged exhibition, Hyundai will sponsor the mid time shows of the World Cup matches on ESPN and Univision. The media plan has 98 TV commercials during the matches’ broadcasts for those channels from June 12th to July 30th. Besides, Hyundai will have a sales campaign specially for the Hispanic US market and the digital campaign #BecauseFutbol. Nevertheless, the brand took the chance to communicate that nothing is more exciting than a country that increases its birth rate after a great victory in the playing field.