Korean car manufacturer Hyundai has long been associated with football, an area it sees as a crucial part of its communications strategy. 

Hyundai’s approach is confirmed by the statement on its website: “While steady gains in quality, investment in technology development and a renewed focus on customer satisfaction are often cited as reasons for Hyundai's worldwide success, the role of sports marketing is often underestimated.” 

Sports sponsorship more effective than advertising 

Hyundai continues: “By sponsoring global sports events, Hyundai expects to raise brand awareness in the minds of consumers, and regards sports sponsorships as perhaps an even more effective marketing tool than advertising in helping break through the clutter of (competitive) marketing messages. Football serves as an important marketing platform in Hyundai's global strategy. For a relatively young company like Hyundai, football sponsorship provides the perfect platform which can be leveraged at a global level and help communicate a consistent corporate image that conveys quality, reliability and prestige.” 

Euro 2012: a burst of PR activity 

Key to Hyundai’s strategy over the next couple of years will be its sponsorship of Euro 2012. However the brand knows that it is not enough just to own rights, it has to activate them locally. This is why, for example, Hyundai UK has just started rolling out a burst of PR activity connected to the car giant’s sponsorship idents for the Euro 2012 qualifiers (integrated broadcast sponsorship idents comes as part of its headline UEFA deal). By building consumer exposure and engagement now, Hyundai will be well-placed when the heavy-lifting begins in early 2012. 

Boot shoot 

In a nutshell, Hyundai has built a marketing campaign based around a “boot shoot” – in which ex-footballers are challenged to chip footballs into the boot of a Hyundai car from distance. The most high-profile part of the activity is the TV idents, which involve around half a dozen former stars (John Hartson, Jim Magilton, John Barnes etc) firing balls at Hyundai vehicles inside a cavernous warehouse. 

Hyundai has also taken the boot shoot concept out on the road and into the digital space. On the day of the Wales vs England Euro 2012 qualifier, for example, John Barnes (England), Ian Rush (Wales) and Carly Cole (wife of Joe Cole) pitched up in Berkeley Square, London to promote the launch of an iPhone App, which allows fans to score points by flicking footballs into the open boot of a Hyundai ix35. In the process, Barnes et al did their own PR boot shoot. 

Converting creative, connecting consumers with content 

The purpose of the PR is to promote the sponsorship, which in turn is designed to make Hyundai look like a younger and more progressive brand. All of this sits within a broader marketing programme entitled New thinking, New possibilities. 

Andrew Cullis, Hyundai UK marketing director, said: "This positioning demonstrates how we as a brand think differently and how we are constantly looking for new ideas in all areas of the business for the benefit of our customers. For us, converting a successful piece of creative into an engaging game is a way of connecting consumers with our brand. It is a great example of us developing content for use in multiple communication channels." 

Note: Interesting to see that Hyundai’s TV idents involve Andy Ansah, host of Wayne Rooney’s Street Striker; a TV show supported by Coke Zero. The boot shoot is also similar, suggesting Hyundai is seeking a halo effect from Coke’s work.