Of the multicultural automotive buyers, Hispanics are the largest and fastest growing group. Hyundai’s approach had largely been to focus on conversion and lower-funnel retail marketing activities, which had been successful. But we needed to do more if we were to grow our share of this growing market.
For Hyundai's sponsorship with Univision’s Sábado Futbolero (a block of matches in Mexico’s professional fútbol league) we created a statement piece with content designed specifically for social channels that elevated the occasion; bridging the digital-physical divide with the Hispanic audience in an authentic, yet original way.
With Hyundai’s Because Fútbol Lotería, we tapped into Mexican culture to create an emotional connection with diehard fútbol fans. Our idea was to create our own Liga MX (Mexico’s professional league) edition of Lotería; a BINGO-like card game at the forefront of Mexican culture and history. And because it’s a beloved game, we knew everyone would want to play along.
Staying true to the timeless style of Lotería art, we developed a full 54-card fútbol themed set for fans to share—on Giphy and their social channels—that tapped into inside knowledge of fútbol and the culture. From there we brought the illustrations to life by turning the cards into GIFs; adding an element of action and humor to them. To keep fans engaged, we released new cards each week to share throughout the Liga MX season right up to playoffs and the finals.
This campaign achieved amazing results: +10 pts. In Familiarity, +10 pts in Awareness, 6.1 % Social Engagement, and 93% Video Completion rate.
Social:
Impressions: 6,452,716
Tweet Engagements: 132,069
Engagement Rate 19.75%
Clicks: 118,316
Media Engagements: 12,439
Impressions: 2,821,954
Total Video Views: 949,626
Reach: 2,308,273
Giphy
Views: 344,574
