Tomorrow night will see the who’s who of the sporting world come together to celebrate the Virgin Active Sports Industry Awards at Emperors Palace in Johannesburg. Attended by the likes of Linford Christie, Natalie Du Toit, Ryk Neetling, Oscar Pretorius and Lucas Radebe, the awards will be the first-ever opportunity for the rapidly evolving South African sports market to celebrate its business achievements and will recognise and reward the best the South African sport business has to offer in categories covering marketing, PR, sponsorship, media, advertising and design.
Leading automotive brand, Hyundai is in the running for the Best Integrated Sport Marketing Campaign for their involvement in the FIFA 2010 World Cup South Africa. As official transport partner to FIFA, Hyundai quickly swung into action in 2010 to create an integrated, multifaceted campaign that saw thousands of South Africans across the country being touched by the Hyundai brand.
During the build-up to the tournament, Hyundai’s’ first event was the Official Vehicle Handover Ceremony of a fleet of 66 passenger vehicles and 12 Hyundai Universe luxury coaches used during the FIFA Confederations Cup 2009™ to FIFA and the 2010 FIFA World Cup Organizing Committee South Africa (OC). The success of the event and the media coverage gained ensured that the company began planning the next phase of their World Cup sponsorship communications with a FIFA success already comfortably under their belt.
Creating brand ambassadors
The next phase was the launch and management of the Hyundai Best Young Player Award for the 2010 FIFA World Cup™, hosted together with an international press conference in Cape Town’s ICC. Soccer legend, Jomo Sono, and popular South African celebrity, Elana Afrika, were positioned as ambassadors of the brand and the award, with Afrika signing up to represent Hyundai further in the world cup.
Building reputation through top tier media placements
Next Hyundai successfully tackled the launch of the Hyundai Goodwill Ball Road Show, which saw giant 4m x 4m balls touring the world and South Africa as part of Hyundai’s world cup and customer engagement campaign. During the Hyundai Goodwill Ball Road Show, Hyundai mobilised their extensive media and celebrity network to build awareness of the giant balls, which were not only spreading football fever across the country, but bringing the World Cup to the people of South Africa. After an intensive local and regional campaign, the hard work paid off as South Africans came out in their droves to be part of the action, writing messages of goodwill on the balls. After visiting Parliament and the SABC, the balls’ epic journey ended with a massive celebration in Sandton, just one week before kick-off. Thousands of people took to the streets joining in the street carnival welcoming all 32 balls back to South Africa. The event attracted international media attention from the likes of ESPN, CNN, Eurosport, Brazil TV and Korea TV with local inserts flighting on eTV news, SABC 1, 2 and 3 and SuperSport.
For the 2010 FIFA World Cup™ Hyundai Official Vehicle Handover Ceremony at Soccer City, over R4 million worth of coverage in sports, sponsorship and business publications and broadcast stations was generated within a few hours of the event.
During the world cup the Hyundai Public Viewing Areas (PVAs) in Cape Town, Durban and Johannesburg were leveraged by the team through a targeted media relations campaign. Camera crews from the BBC, Eurosport, K-TV covered the PVAs with regular local media placements in print and radio driving fans to support the PVAs.
Starting conversations online
The entire communications campaign was underpinned by a social media programme engaging Hyundai’s key influencers and a younger target market. The Hyundai Facebook page saw a phenomenal growth with over 568 fans engaging with the brand on a regular basis while traffic on the official Hyundai website went from 75,000 in April to over 100,000 in May and June 2010. The Twitter account also attracted a strong following, building awareness, brand loyalty, advocacy and conversions for the Hyundai brand.
Overall R 32million worth of coverage was generated for the Hyundai World Cup sponsorship.
Seen as the most sought after endorsement of commercial achievement in sport, the Virgin Active Sport Industry awards is exactly what the rapidly evolving South African sports market needs. Winners will be announced in the press on Friday 18 February.