Hyundai

Driving new car sales through Hyundai's football partnerships.

Hyundai now recognises the direct return on investment from its partnership with Football Federation Australia (FFA)

The Project

Keen to see a return on investment for their major sponsorship with the FFA, Hyundai turned to Greenroom to create and implement a strategy to build a relationship with football fans, helping to directly increase car sales.

By adopting a targeted digital approach, Hyundai would also be able to profile individual fans and their browsing behaviour, generating valuable insights, including the identification of sales.

 

 

The Solution

 

With 2018 being a bumper year of football, we hit the ground running building a database of Australian football fans for Hyundai to nurture with relevant content and offers.

Simple data-capture competitions helped to quickly grow Hyundai’s database to over 40,000 people, who signed up to be part of the Hyundai Football Club.

 

 

We then focused on developing a lead nurture strategy to covert these football fans into customers.

Communication with fans was targeted around relevant and engaging content first and foremost, instead of sending bulk retail messages to the database.

Using our tailored marketing automation solution, we were then able to identify people displaying an interest in Hyundai’s vehicles, prompting a targeted and more effective retail offer.

 

 

 

The Results

 

Since engaging Greenroom, Hyundai has been able to generate powerful insights from their football fan base by tracking their engagement and browsing behaviour across Hyundai’s retail platforms.

High performing data capture campaigns were supported by really strong email engagement and retail prospect leads.

At the end of the Word Cup, Hyundai completed a sales wash and the conversion KPI was beaten by 163%, helping Hyundai recognise the direct return on investment from their FFA partnership.

Converting football fans into Hyundai customers

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