“Hyundai Motors Company”

“Goal of the Century Campaign” (https://youtu.be/8ouPeG7pZnI?

1. Company Background

The “Hyundai Motor Company” has played a pioneering role in the development of Korea's
automobile industry, particularly with the introduction of the “Pony model”, which was
created using the company's own technology. The “Hyundai Motor Company” has emerged as
a prominent global automotive manufacturer, renowned for its exportation of branded vehicles
to more than 200 nations. The company possesses production facilities located in various
regions across the globe (Hyundai, 2023). The company is currently expanding its presence in
the automotive market by achieving significant success in the mass production of hydrogen-
powered vehicles, marking a pioneering milestone globally. Additionally, the company has
introduced “GENESIS”, a luxury brand, as part of its efforts to advance the future mobility
industry (Yang et al., 2022). These endeavours are driven by the company's leadership in
autonomous driving and linking technologies. advancing the well-being of society through the
pursuit of technological advancements and their vision "Progress for Humanity".

“Hyundai Motor”, which has been a “FIFA World Cup” sponsor since 1999, will once again
serve in that capacity for the upcoming 2023 tournament. The formal sponsorship by the
automobile is unique because it is part of a larger push to promote a more sustainable future,
rather than just the automaker's image or products (HyundaiMotorsGroup.Com, 2023).
Hyundai has joined the global community in celebrating the “Women World Cup” by
launching an initiative to help make the world a better place.

2. Advertising Strategy

2.1. Advertising Aim and Plan

This campaign stands out from the majority of product-centric sales promotions typically observed
in worldwide sponsorship initiatives. The advertising video presents a significant message regarding
the importance of pursuing ambitious objectives beyond the realm of football. It emphasizes the
need to foster a sustainable world that has the potential to reshape the future of humanity.

Through their "Goal of the Century" campaign, they hope to harness the unifying force of
football to inspire people all across the world to work together towards a common goal of
ensuring the planet's long-term viability. For Hyundai, sustainability is much more than just
ensuring a less polluted future. This requires serious consideration of Earth's long-term
sustainability. Driven by the fundamental value of team spirit and camaraderie developed
through the universal love of football, the “Goal of the Century” campaign wants to bring
together the whole world for sustainability, with a special focus on encouraging equal
opportunities in sports for women (HyundaiNews, 2023). “Hyundai Motor” has implemented a
number of initiatives to propel the “Goal of the Century” campaign, including the "Goal of the
century commercial" (How far we've come) (PrNewsWire, 2022).

This advertisement is a long-term effort by a big worldwide company on the path to provide
equal opportunities for women and celebrating their success, and it is not like regular World Cup
campaigns (HyundaiMotorsGroup.Com, 2023). With its "FIFA World Cup" sponsorship reaching
its zenith in 2022 with the "Men's Football World Cup" and again in 2023 with the "Women's
Football World Cup," Hyundai has committed significant finances across all brand categories,
including style, music, lifestyle, and innovation, to promote awareness and action for achieving
environmental sustainability (CABRA, 2023).

“Hyundai Motor” will host the 'Hyundai Motor Company Goal of the Century Manifesto' event
in addition to the “Goal of the Century” YouTube video “How Far We’ve Come” campaign. The
goal is to inspire avid football followers to take part in green practises that will help ensure a
brighter future for the sport. Fans of one of the all teams competing in the 2022 and 2023 “FIFA
World Cups” are invited to participate by presenting an environmentally responsible activity and
they can win tickets to watch their teams winning a match in stadium.

1.1. Creative Strategy Brief

This Hyundai advertisement has used several creative themes and strategies to convey their
message. The marketing industry is seeing a change thanks to women's football. The brands are
going all out to curry favour with the newer generations and their new deities. “Nike”, with its
humorous World Cup advertisement, “Adidas”, with its combination of male and female stars,
and “u Orange”, with its amazing virtual reconstruction, have all set the bar high for this
“Women's Soccer World Cup”. However, “Hyundai” has undoubtedly released the most
impressive commercial for women's football (Eslogan, 2023). The Hyundai ad for the Women's
World Cup is titled "Goal of the Century." It was created by the marketing firm “Jung von Matt
Sports” and it tells the previously untold tale of women's football from its inception to the
present day. The main advantage of using YouTube is that it provides worldwide reach and
targeting larger audience is possible with minimum advertising cost. The results are trackable for
digital marketing team and they can make data-driven decision in real time, compare to
traditional tv advertisement or any other medium of communication. Further, this ad was
launched before the start of women football world cup and it was right time as people are excited
about every news and information about their favorite sport. The ad provides glimpse of women
football history and generate a link in audience minds about Hyundai’s efforts to promote
women soccer. It especially exhibits European history and culture towards Soccer. It exhibits,
soccer’s strong cultural ties with European culture and society (Diamond et al., 2009). As
Consumer culture theory suggest that consumers can be target through social and cultural
perspectives, instead of just economical or psychological aspects. Consumer culture theory
(CCT) is meeting the repeated demands of influential thinkers in consumer research for a unique
and comprehensive theoretical framework that focuses on the study of consumption and
marketplace behaviours. The objective is to establish a systematic connection between the
meanings at the person's level, also known as idiographic meanings, and various levels of
cultural procedures and framework (Arnould and Thompson, 2005). Furthermore, this endeavour
aims to contextualize these linkages within historical and commercial contexts. The statement
posits that consumption is a sociocultural practise that is influenced by historical factors and is
molded by the structures and intellectual requirements of dynamic marketplaces.

The main target audience for this campaign is women, but overall, it targets a broader audience,
‘the whole world” to convey the message of equal sports opportunities for women and promoting
sustainability. Some of the most successful sports advertising efforts reach the hearts of viewers
because they combine motivating appeal with enjoyment in a clear message. It highlights the
first women's football match in 1895, the “British FA's 50-year ban on women's football
beginning in 1921”, the first international women's football match in 1971, and the finals of the
2023 “FIFA Women's World Cup”. The clothing, football uniform, and balls depicted are all true
to their respective eras. The film's all-female production team is another evidence of Hyundai's
dedication to its "Women + Inclusivity" campaign.

The campaign celebrates the legacy and heritage of women's football while also supporting the
“FIFA Women's World Cup 2023”. Hyundai is confident about the future of women's football
because of how far the sport has come. The global rise in popularity of women's football
coincides with the launch of this ad. Australia's penalty shootout encounter versus France in
Brisbane during the quarter final stage of this year's “World Cup” was recognised as Australia's
largest broadcast sport event in at least the past ten years, with a projected median audience of
4.17 million. The “2019 World Cup Final” between USA and Dutch national team was the most-
watched match in the tournament's history, with an average live audience of 82.18 million,
according to FIFA data.

Hyundai is making collective advertising efforts to achieve their sustainability targets and their
video advertisement is considered a great step to boost the whole process. It's apparent that
projects promoting gender parity are helping to increase the number of young women
participating in sports. Viral YouTube videos like “France's fantastic World Cup ad”, which
challenges biased perceptions about female players, and campaigns like Hyundai's, which traces
the tournament's incredible history of how far women have gone, go a long way towards
disrupting the status quo and making space for more inclusivity.

2. Media Plan

As the mentioned above, the main target audience for this advertising campaign is female sports
athletes, however, its broader target is all stakeholders in the society, to whom Hyundai wants to
deliver the message of equal opportunities and sustainability. Our latest campaign for Hyundai,
the official sponsor of the 2023 FIFA Women's World Cup, has been developed by
“BONAPARTE”, a production firm based in “Berlin”. This thought-provoking campaign
showcases their creative work. As an integral component of Hyundai's “Goal of the Century'
initiative”, the 60-seconds video titled 'How Far We've Come' chronicles the evolution of
women's football across time, offering homage to the sport's development and the significant
contributions made by women within it (IbbOnline.Com, 2023).

Hyundai has used several social media and digital channels like YouTube to present and promote
the ad. In respect to historical periods when women's football was prohibited and considered
inappropriate, the campaign serves as a commemoration of the journey that has propelled the
sport onto the global platform. From the inaugural women's football match in 1895 to the
forthcoming 2023 “FIFA Women’s World Cup™”, women have not only participated in the sport
but have also exerted a transformative influence upon it. The film commences in the year 1895,
when the central character, Jeannette, engages in a struggle to retain custody of the ball, much to
the astonishment of the spectators there. Persistently challenging preconceived notions and
captivating global viewership, the film chronicles the burgeoning prominence and increasing
societal embrace of women's football. The theme of the video and background music is such that
is engaging and generating interest of a viewer. The narrative reaches its climax in the present
era, wherein viewers witness Jeannette's poised anticipation to secure a decisive goal. Notably,
she is being keenly observed by women who have played a pivotal role in the historical
progression of the sport, contributing significantly to its current state.

In order to enhance the visibility of the GOTC campaign and disseminate its message among
football enthusiasts, I would suggest that other than YouTube, TV channels should also be used
for advertisement purpose. Television provides greater reach and considered as more reliable
source of information among consumers. The best time to advertise would be during the world
cup matches and prime time, 7 to 9 pm. The advertisement will be launched 2 weeks before the
start of the world cup, so it gets considerable recognition and some “Buzz” will be created in the
market.

Part 3.

Segmentation and Targeting

For their “Goal of the Century Campaign” video advertisement, Hyundai targeted their market
through demographic, behavioral and psychographic segmentation. Their “How Far We’ve
Reah” video advertisement presents that how they are targeting women customers and
encouraging them to actively participate in sports, through promoting women football and equal
sports opportunities for them.

The recent campaign expands upon the “Get Out the Vote (GOTC)” initiatives that were
launched during the “FIFA World Cup Qatar 2022™”. These initiatives demonstrate “Hyundai
Motor's” dedication to promoting sustainability, innovation, and humanitarian endeavours on a
global scale. Hyundai Motor endeavours to integrate the historical significance of women's
football with the company's sponsorship of the “Women's World Cup” through an extended
GOTC campaign. This initiative seeks to convey a novel and compassionate brand message,
emphasising the crucial concepts of 'Women' and 'Inclusivity'.

Ethical Issues

Customers are inclined to engage in business transactions with organisations that exhibit
qualities such as honesty, responsibility, transparency, and sustainability, encompassing both
social and environmental aspects. As a result, ethical concerns pertaining to marketing have
assumed a prominent position. An important ethical issue arose in their “How Far We’ve Reach”
advertisement is that this video advertisement is promoting stereotype that women were not
allowed to play football. It is true to some extent as women were banned almost 50 years in
England, but there was no such case in other countries and there were no restrictions in America
and European countries. As the advertisement message is not limited to UK women only but
women for all over the globe, so it must not be presented in a way that women football was
completely banned.

Conclusion

“Hyundai Motor” has recently unveiled its strategic vision aimed at fostering environmental
sustainability through the reduction of carbon emissions across its manufacturing and operational
activities and raising voice for equal opportunities for women in sports. However, it is important to
note that the achievement of these objective cannot be solely attributed to “Hyundai Motor” alone.
This is precisely why the company has established a collaborative partnership with the “FIFA World
Cup™” in order to effectively execute the “Goal of the Century campaign: to achieve its
sustainability objectives. The objective of their “How Far We’ve Reach” video advertisement is to
disseminate “Hyundai Motor's” vision to future generations and target worldwide audience and
foster active engagement. Similar to how football players collaborate as a cohesive unit to achieve
the optimal objective, it is imperative that individuals collectively contribute towards the attainment
of a sustainable planet (AutomativeHyundai). A novel cohort of conscientious consumers has
emerged, leveraging their economic influence to instigate transformative shifts and seeking genuine
involvement, significant affiliations, and ethical conduct. Hyundai's extensive partnership with the
“FIFA Women's World Cup”, coupled with its strong commitment to women's football, highlights
the company's commendable dedication to diversity and the promotion of female empowerment.
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