Hyundai wins over cricket fans with Hyundai ICC Fan Park
Hyundai Motors India Limited, through its sponsorship association with the International Cricket Council, has brought alive the Hyundai ICC Fan Park, a dedicated screening zone for all the matches of the ongoing ICC World T20 matches in nine cities around the country.
The intent of setting up the Fan Park is to enable cricket fans to watch the World T20 in an engaging, fun-filled environment. The nine cities that feature the Fan Park are - Delhi NCR: Cyber Hub (Gurgaon) and Select City Walk (Saket), Mumbai: High Street Phoenix (Lower Parel), Chennai: Express Avenue, Bengaluru: Forum Value Mall, Hyderabad: Prasad I Max, Kolkata: South City, Lucknow: Phoenix United, Ahmedabad: Alpha One and Jaipur: Pink Square.
With this activity, Hyundai is promoting their newest sedan, the Xcent, which will be staged at all nine venues. Other attractions include a 3D structure of the Xcent covered with 4000 cricket balls for fans to write messages for their favourite team and a 48 feet long Giant Cricket bat that also serves as a stage for the car. While the 3D structure has been placed at Cyber Hub, Gurgaon, the bat can be found at The Great India Place mall in Noida.
Speaking on the genesis of the activation, Mr. Rakesh Srivastava Sr. VP – Sales and Marketing, HMIL said, 'We are a young, fast-moving brand and are constantly looking to share experiences with our customers. Throughout the world we have extensively explored associations with various sports because we believe it conveys our brand qualities of energy and enthusiasm. Through the ICC Fan Parks, we wished to create a fun-filled atmosphere for fans to come and see our brand through cricket. We have also used this platform give fans an opportunity to touch and feel our products. This, we feel, will build a close relationship with them.'
Commenting on Hyundai’s collaborations to bring the multi-city activation to life Mr. Srivastava said, ‘HMIL’s marketing teams from various cities came together to put up this show. On the advertising front, we worked with Innocean Worldwide to create our spots. Apart from this the ICC of course were very supportive and helped us in this activity.’
When quizzed about the target audience and ROI for such an activity, Mr. Srivastava explained Hyundai’s thinking process. ‘Our slogan says "New thinking. New Possibilities." And we live by it by exploring innovative marketing initiatives. Since our products are stylish and sporty, we are looking to target younger customers through such associations. As for our investment, we are ready to look beyond the slowdown and support smart ideas because we believe we have to maintain awareness.’
Speaking of smart ideas, how was the campaign amplified across multiple platforms? ‘Apart from the ICC Fan Parks, you must have seen our ‘Blue by Heart’ spots on TV. We have also extended this idea across our digital assets using Facebook, Twitter and a Blue by Heart website.’ Explains Mr. Srivastava.
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