Hyundai Euro Fest Praha 2008
During a short weekend visit to the beautiful and mysterious Prague, also known as “the Golden City”, I encountered a mixture of Gothic, Renaissance, Baroque, and of all things…soccer, or football as this sport it is mostly known in Europe. As I entered the Old Town Square, which is the home of the magnificent Church of Our Lady of Tyn, Prague’s Old Town Hall and an imposing monument of Jan Hus, a protestant reformer who was burnt for his reformist ideas, I came across a large gathering of locals wearing their national football shirts, faces painted with Czech flags, cheering on two large screens which were showing their team in the first game of the Euro Fest. This public viewing of the favorite national sport was made possible by Hyundai, the official sponsor of the Euro Fest. As seen in the picture included, one can perceive the large screens with the words HYUNDAI EUROFEST PRAHA 2008 on them, along with a Hyundai car demonstration, and a marketing booth for those that may want to inquire more about specific car models.
I chose this picture and subject to write about because as soon as I walked into the Old Town Square and saw the Hyundai car, promotion signs and marketing booth, I thought to myself “this is the pure genius of Hyundai”. What better way to infiltrate the European market then to reach customers through their emotions for football?
Integrated Marketing Communications is about genuinely getting to know your customer and what media you’ll need in order to reach them with your message. I believe Hyundai did just that…they got to know their target customer, found out that the majority of them are devout football fans and is attempting to communicate the message that Hyundai is a supporter of European culture, that it is a hip, fun and sporty car that should be driven by Europeans.
A similar strategy could be just as successful in the U.S., specifically in Miami. If Hyundai were to launch an American “Euro Fest” sponsorship, the ideal promotion would be a Hyundai NFL Tailgate Event throughout the country, focusing on large cities and in areas of high pedestrian traffic. I believe the enthusiasm for Hyundai products and the exposure brought about by such events would be positive in both the U.S. and Europe.
In conclusion, the three main takeaways from this demonstration of promotion are the 1) understanding of your target customer base, 2) knowing how to reach them so that they comprehend the message you are trying to communicate, and 3) communicating with your customer in a fun, exciting, different and successful way.
During a short weekend visit to the beautiful and mysterious Prague, also known as “the Golden City”, I encountered a mixture of Gothic, Renaissance, Baroque, and of all things…soccer, or football as this sport it is mostly known in Europe. As I entered the Old Town Square, which is the home of the magnificent Church of Our Lady of Tyn, Prague’s Old Town Hall and an imposing monument of Jan Hus, a protestant reformer who was burnt for his reformist ideas, I came across a large gathering of locals wearing their national football shirts, faces painted with Czech flags, cheering on two large screens which were showing their team in the first game of the Euro Fest. This public viewing of the favorite national sport was made possible by Hyundai, the official sponsor of the Euro Fest. As seen in the picture included, one can perceive the large screens with the words HYUNDAI EUROFEST PRAHA 2008 on them, along with a Hyundai car demonstration, and a marketing booth for those that may want to inquire more about specific car models.
I chose this picture and subject to write about because as soon as I walked into the Old Town Square and saw the Hyundai car, promotion signs and marketing booth, I thought to myself “this is the pure genius of Hyundai”. What better way to infiltrate the European market then to reach customers through their emotions for football?
Integrated Marketing Communications is about genuinely getting to know your customer and what media you’ll need in order to reach them with your message. I believe Hyundai did just that…they got to know their target customer, found out that the majority of them are devout football fans and is attempting to communicate the message that Hyundai is a supporter of European culture, that it is a hip, fun and sporty car that should be driven by Europeans.
A similar strategy could be just as successful in the U.S., specifically in Miami. If Hyundai were to launch an American “Euro Fest” sponsorship, the ideal promotion would be a Hyundai NFL Tailgate Event throughout the country, focusing on large cities and in areas of high pedestrian traffic. I believe the enthusiasm for Hyundai products and the exposure brought about by such events would be positive in both the U.S. and Europe.
In conclusion, the three main takeaways from this demonstration of promotion are the 1) understanding of your target customer base, 2) knowing how to reach them so that they comprehend the message you are trying to communicate, and 3) communicating with your customer in a fun, exciting, different and successful way.
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