“You pulled off a blinder. It was wonderful to see how you all pulled together and delivered a brilliant event and TV show that everyone is buzzing from. ”
Hyundai UK’s unaided brand awareness and customer perception faced a challenge. Driven by the upcoming launch of new products and services, Hyundai decreed it the “Year of Innovation” and all marketing activity had to live up to this commitment.
Big Group London turned to The Mercury Prize, a globally respected annual music award given to the best album of the year from the UK and Ireland. We believed that by shared brand equity, sponsoring the event would immediately increase perception of Hyundai UK as an innovative brand.
Therefore, we brokered a three-year title sponsorship deal to create ‘The Hyundai Mercury Prize’ from 2016 onwards.
The team created a fully integrated activation campaign, we delivered the launch event, social and broadcast media, product showcases, dealermarketing, bespoke hospitality, a partnership with HMV and even a live Periscope feed.
The campaign trended on Twitter created positive social sentiment at 59.19% and brand preference grew by 15% YoY.
For more information about this project, please contact us.