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ICC 2015 Cricket World Cup

Hyundai Motor Company and International Cricket Council partnership enters fifth year.
Hyundai was proud to be able to share the excitement of the ICC Cricket World Cup here in Australia.

A Five-Year Plan
In 2011 Hyundai signed a five-year deal with the International Cricket Council (ICC) to become the organisation’s first official car sponsor. The agreement covered the ICC World Twenty20, ICC Champions Trophy, and ICC Cricket World Cup, and will see Hyundai partner ICC through to the end of 2015.

At the start of the 2015 World Cup, Hyundai handed over the keys to a fleet of its top selling models to the (ICC). The multipurpose fleet will be used for transporting VIP visitors, ICC Executives, Officials and teams – including coaching staff and players – throughout the World Cup event, that ran from 14th February – 29th March 2015.

Australia-wide Activations
The sponsorship saw Hyundai bringing cricket to life on and off the pitch with a multi-layered campaign of fan-based activity that began with the ICC Trophy Tour. Pop-up activations saw an ICC branded Santa Fe lead the World Cup trophy tour around the nation, visiting seven capital cities across the country with over 40 events taking place throughout the program.

All-New Sonata Launch
We ran a multi-platform campaign that included extensive on-field and match-site Hyundai branding, in-stadium vehicle displays, and match day program adverting. A comprehensive Sonata TVC campaign featured throughout the series with 30-sec TVCs being played at all Australian stadium matches, while Sonata LED boards supported the campaign on perimeter boards at all matches.
Utilising the attention of sporting enthusiasts and further strengthening Hyundai’s association with this world-leading sporting event, the launch of All-New Sonata was featured in a campaign appropriately named SONATA POWER PLAYS.

Digital Activity The focus of Hyundai’s ICC campaign was a mobile interactive promotion giving cricket enthusiasts the chance to connect with live match-day action. Every time a Power Play (wickets taken, boundaries hit, half-centuries and centuries) was recorded, the mobile based campaign site gave users the opportunity to WIN instant daily prizes, culminating in the grand prize of an All-New Sonata. Encouraging site exploration, the campaign allowed visitors to access information about the All-New Sonata, book a test drive and to see its feature-packed stylish design ahead of public launch.

The ICC partnership is part of Hyundai’s efforts to expand our global sports marketing activities and boost our brand image worldwide. Our sponsorship currently includes a variety of other sports, including football, golf, ski jumping, and WRC across a number of key global markets.

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