Hyundai x
Team Wiggins
Activating Hyundai's sponsorship of Team Wiggins.
Strategy | Content Creation | Distribution | Paid Media
The Challenge
Make Hyundai’s sponsorship of Sir Bradley Wiggins’ cycling team more than just a ‘sticking logos’ on job and engage the keen cyclist.
The Work
The strategy was based on engaging keen cyclists, who will see right through brands that aren’t authentic or respect the sport’s nuances. As official vehicle provider Hyundai would be supporting Team Wiggins every mile of the way physically, but also through our content.
Launch content included a launch film ‘One of the Pack’, supporting social assets and a content hub in partnership with Cycling Plus.
The Role I Played
Came up with the proposition ‘Supporting Team Wiggins every mile of the way’, which was used as a consumer facing end line, as part of the sponsorship strategy I created. I wrote the creative brief, which led to the One of the Pack launch film and also ensuring any content we created for social also stays on strategy.
Also planned and executed paid media spend across social, YouTube and Unruly.
The Impact
1,013,142 views of all content across all activity
Avg. view length of 53 seconds for full length 1 minute edit on YouTube
YouTube view-through rate of 18% above automotive benchmark
Completed views of 59% on Unruly beat their benchmark of 48%
Positive sentiment high amongst keen cyclists