Emotional Thank You Letters kick start Hyundai’s FIFA Women’s World Cup Campaign via Octagon
As the Matildas inch further towards the FIFA Women’s World Cup kick-off in France, Hyundai Motor Company Australia has today officially launched its Matildas “Thank You Letters” campaign via Octagon.
Following the success of the Socceroos ‘Thank You Letters’ campaign in 2018, Hyundai wanted to share these little known but incredibly powerful stories from some of Australia’s best athletes, along with the help of agencies Octagon and Milkmoney.
Four key Matildas players including Sam Kerr, Lisa de Vanna, Alanna Kennedy and Clare Polkinghorne were given the opportunity to put pen to paper and write a thank you letter to their mentors and people who were instrumental in their professional football careers.
Intended to position the Matildas on equal footing as their male counterparts, Hyundai have used their substantial commercial muscle to give players a platform to thank their mentors. These videos will be shared across multiple channels, with each video featuring their mentor and letter recipient, including Cheryl Salisbury, former Matildas Captain and the most-capped Matilda in history.
JW Lee from Hyundai believes the “Thank You Letters” campaign is empowering for the players: “Hyundai has always been one of Australia’s proudest football fans. This campaign is about powerful and emotive storytelling, and it puts the spotlight on each of the people who have made an impact on the lives of Matildas players, supporting them through their journey to footballs biggest stage.
“This is not just a standalone campaign. For Hyundai, it’s part of something much bigger. Supporting the Matildas is part of our desire to help grow women’s football and give these players the recognition and profiles they deserve. As some of the most talented athletes in the country, and the nation’s best female football players, they truly deserve the opportunity to become household names.”
Ten unique pieces of content have been created for this campaign and five will be played across Fox, Optus, SBS and free-to-air, as well as being featured heavily online. A special 60-second edit of each story will also play before each Matildas game on SBS, giving a unique insight into players and their stories.
Messages of thank you and support are a prevalent theme leading into the 2019 World Cup, with Hyundai also encouraging Matildas fans to write their own messages on a brand new Hyundai i30 N.
Launching at the Hyundai A-League Grand Final in Perth, the vehicle has travelled to Melbourne and is currently collecting fans’ messages in Sydney. These messages will journey a total of 25,000km by the time they are transported to France and handed to the Matildas.
Client: Hyundai
Lead agency: Octagon
Content production: Milkmoney
Media: Hearts and Science
PR: Neon Black
Partner: Football Federation Australia
5 Comments
Thank you Octagon. You’re continuing to raise the bar on what can be done for this brand. You’ve added a huge amount of credibility and maturity to Hyundai. The best work I’ve seen from Hyundai in this country.
Hyundai’s work is getting better and better. They are hitting on the emotions in a really nice way.
They may be struggling on the pitch but this work is making them winners off it. Really simple, engaging content.
Well done Hyundai. Well done Octagon and Milk Money.
As a dad with young daughters, this brought a lump to my throat. (I’d never by a Hyundai though. Still, you tried.)