Overseas Marketing
Automakers and electronics manufacturers are in fierce marketing campaigns both at home and abroad with the Brazil World Cup around the corner.
In particular, the Hyundai Motor Group is the only official FIFA partner in Korea and the only one across the world as a carmaker. It has participated in all of the events managed by the FIFA as its official partner.
The automaker is expecting that such a presence will lead to a marketing effect of at least 30 trillion won not only in Latin America but also worldwide. The company has already enjoyed an economic effect of over 20 trillion won since the 2010 South Africa World Cup by means of advertising in the stadiums, TV commercials, higher brand awareness from the street cheering, etc.
Hyundai Motor Company and Kia Motors delivered 1,700 or so cars, including the Equus and the K7, to the organizing committee on June 3 for use during the World Cup period. Also, they are preparing the Hyundai Fan Park and the Kia Fest for large-scale street cheering in major cities in the 16 countries including Germany and Spain while distributing T-shirts to cheering parties from June 10.