Objective

Maximise Hyundai’s sponsorship of Euro 2004™ in the UK among consumers, by taking the Hyundai brand to the sports and news pages.

Strategy and Tactics

Ptarmigan Sports Marketing developed a multi-faceted campaign, to deliver a constant flow of communication to engage the media with imaginative EURO 2004™ focused messages.

England player Frank Lampard launched the campaign to a frenzy of media attention at Stamford Bridge. The hugely successful launch set the tone for the campaign to come, and Ptarmigan Sports Marketing utilised celebrity endorsements, franchise dealer campaigns and fans initiatives to drive home Hyundai’s EURO 2004™ sponsorship to the target audience.

Outcome:

Ptarmigan delivered a 15-times return on investment and provided over 114 million opportunities to see.

Hyundai enjoyed a 32% rise in awareness following the conclusion of Euro 2004™.