Innocean Worldwide India’s campaign for Hyundai ‘Save My Game’ celebrates Football

Amidst the heavy football advertising furore, Innocean Worldwide India chose to announce the Hyundai FIFA association in a rather exceptional manner.  Hyundai has been an official partner of FIFA since 1999 and has always used the sport to reach out to fans in distinctive and memorable ways.

“At a time when every brand, irrespective of category, is vying to make themselves heard, the challenge was to be differentiated while retaining the passion for the sport. The connect needs to be memorable, since cricket rules the roost all year round and this is a rare opportunity,” said Smriti Chawla, Sr. GM Client Services, Innocean Worldwide.

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‘Save my Game‘ is a very unique football themed campaign, in a way that it rewards fans and their detractors unlike every other football brand association this season. In a very innovative manner, this campaign reinforces Hyundai’s association with the die-hard followers of the game and engages others who may not be fans of the game. Truly living up to Hyundai’s promise of being a brand for all.

For fans, the experience of watching their favorite team perform, uninterrupted, is reward enough. This campaign while ensuring this for the fan creates an engaging experience for their non-fan counterpart, by way of a rewarding distraction. All that the fans need to do, is call the Hyundai Save my Game football fan helpline, i.e., **Football, to enjoy the game while their interruption is treated to unique experiences like a special test drive, Paytm vouchers and interactions with their favorite TV stars & RJs!

The campaign features two films that illustrate how an interruption can jolt a fan’s best moments during the game and how Hyundai’s intervention relieves their stress via lighthearted stories.

The communication encourages people to call in and nominate someone who could distract them during the match for exciting engagements. Also, to enhance fans’ viewing experience, Hyundai is creating exciting ‘Home Dug Out’ experiences for 15 Lucky Fans across India at their homes. These home dug out zones will have live screening of a match, with exciting branded FIFA merchandize, cheering kit and more made available for the fans and their friends. All of this excitement is being captured live and shared on Hyundai’s Social Media pages, to encourage call-ins.

The uniqueness doesn’t just end here! The digital edge in this engagement initiative of Hyundai has many firsts. According to Abhishek Chhabra GM Digital Services at Innocean , “The IVR number **football (**36682255) is a novel number for inbound calls.  On calling, callers interact with Artificial Intelligence powered IVR which takes caller’s speech input and starts customizing the interaction basis machine learning – a first in India. Alongside, it converts speech to text and sends customized email and SMS. A mobile microsite when logged onto straightaway opens the mobile dialler enhancing the user interface quality.  This campaign surely proves that digital interaction is not just limited to screens, but any form of technology including IVR.”

The digital films scripted by Saminder Ghai, Sr. CD, at Innocean Worldwide capture the essence of a fan’s obsession for the game. According to Ghai “Only a fan knows the pain of interruption during a nail biting game. So, we took it upon ourselves to find out a way by which a fan’s best moments could be saved. Thus, #SaveMyGame came to be. It takes spoofy settings that bring alive the promise of the in a memorable fashion. Moreover we saw it not just as a series of smart ads but also an engaging intervention on-ground.”

With matches getting underway the helpline is buzzing and the lucky fans are getting set to view the matches with their friends and families in Goa, Mumbai, Kolkata and the list is building up. The campaign is being extensively promoted across social media, OTT platforms,  and prominent online sports publishers. Not just this ‘Save My Game’ is also getting promoted on 3 radio channels across 12 cities to increase engagement.

Credits –

Director: Shaizad Bharucha