HYUNDAI x TEAM WIGGINS
partnership strategy
feb - may 2016
THE CHALLENGE
Hyundai wanted to make its sponsorship of Sir Bradley Wiggins’ cycling team feel like more than a logo placement exercise and engage committed cycling fans.
THE STRATEGIC MOVE
Position Hyundai as the partner supporting Team Wiggins every mile of the way, physically through vehicles and emotionally through content.
THE WORK
The strategy focused on engaging keen cyclists who understand the nuances of the sport and can see through superficial sponsorship activity.
As official vehicle provider, Hyundai had a credible role supporting Team Wiggins on the road. This became the foundation for the proposition “Supporting Team Wiggins every mile of the way”, which shaped the launch film “One of the Pack”, supporting social assets and a content hub in partnership with Cycling Plus.
THE IMPACT
YouTube view-through rate of 18% was above automotive benchmarks, while completed views of 59% on Unruly beat the benchmark of 48%.
THE ROLE I PLAYED
Created the proposition, wrote the creative brief and shaped the sponsorship strategy. Also planned and executed paid media across social, YouTube and Unruly.
