DRIVE HOME THE CUP
In it’s third season, the Hyundai Drive Home the Cup contest continued to spotlight “drivers of hockey” across Canada, while generating meaningful awareness for the Hyundai brand and it’s connection to the nation’s hockey community. This year, the contest window shifted from April/May to November/December to better align with local minor hockey schedules and to create some separation from the Willie O’Ree Community Hero Award also presented by Hyundai.
The promotion launched on November 29th, 2024 ahead of the holiday season with a call for nominations of deserving individuals, teams, or groups, and will culminate in February/March with a one-day Community Event with the Stanley Cup and a cup-winning NHL Alumnus to be hosted at the nearest Hyundai dealership. The contest ended on December 15th, 2024.
CAMPAIGN OBJECTIVES
- Big Buzz & Mass Reach
- Brand Awareness/Recognition of Hyundai as the “Official Vehicle of the NHL”
- Increase in Year-Over-Year Nominations
HOW WE DID IT
Hyundai Website - Landing Page
A static homepage banner on hyundai.ca that clicks through to the contest landing page. Produced both in EN and FR.
Hyundai Website - Feature
A solo feature hosted on Hyundai's "Made for those who drive hockey" landing page that links to the contest landing page. Produced both in EN and FR.
NHL.com Homepage Takeover
Animated and static banner takeover of the NHL.com homepage visible by both Canadian and American traffic. Independent banners link to the contest landing page. Produced both in EN and FR.
Promotional Video (Click to view)
Promotional video using content capture from previous fulfillment events that ran on NHL.com, Hyundai.ca, and on dealer screens in Hyundai dealerships across Canada.
Owner Social Media Promotion
16x9, :15 edits of the promotional video posted on Hyundai Canada's Facebook, Instagram, and YouTube accounts. Links to the contest landing page were accessible through the account bios.
Digitally Enhanced Dashboards (DEDs)
Digitally enhanced dashboards integrated into the National Hockey League's traditional broadcasts. Drive Home the Cup DEDs ran in specific games during the two-week contest window.
Paid Social Media Promotion
Paid social media through TikTok's static screen banner. This clicked through the contest landing page.
Front Covers
Front page covers of printed syndicate Post Media papers across Canada. This was an incremental asset and required collaboration with Hyundai's retail team to fulfill the inside front cover with "I Love Winter" retail campaign messaging.
NHL E-Blasts
Static e-blast banner shared by the NHL to their email subscribers. This e-blast linked to the contest landing page.
THE OUTCOME
Contest Landing Page Sessions
Total Nominations
Increase in Year-Over-Year Nominations
CREDITS
This campaign was a large-scale effort that required collaboration between dozens of team members at Innocean, not to mention the countless individuals providing support and approvals from external stakeholders. My responsibility was to facilitate the collaboration between all internal and external stakeholders to ensure that the client’s previously mentioned campaign goal were achieved. This campaign would not have happened without significant support from the team listed below.
Accounts
Account Director – Pete Williamson
Account Executive – Jadon Bernatsky
Creative
Creative Director – Steve Stinson
Copywriter – Jordon Lorusso
Studio
VP, Production – Joe Fantetti
Designer – John Forbes
Designer – Alex Young
Designer – Jamie Patrick
Editor – Igor Malinac
Media
Social Media Specialist – Joshua Murray
Media Director – Estelle Nguyen
Media Supervisor – Amy Mergianian
Analytics & Trafficking
Data & Analytics Director – Kierani Kerr
Advertising Operations Director – Eugene Lim
Programmatic Manager – Jonathan Lugos