One of the pack
Following their announcement as the Official Vehicle Supplier to the elite cycling team founded by Sir Bradley Wiggins - Team Wiggins - Hyundai wanted to show that they shared the values of innovation, determination and purpose and build on the sponsorship to help people see Hyundai and Team Wiggins as a natural meeting of minds and that they will be supporting Team Wiggins every mile of the way.
“Demonstrate the team’s positive spirit and attitude”
Cycling has become one of the fastest growing sports in the UK, with an increase of 27% participation between 2006 and 2014, driven largely by the popularity of the British Cycling Team at the Olympics, Team Sky at the Tour De France and the appeal of the riders with one rider in particular being central to this - Bradley Wiggins.
We needed to create a campaign that connected both to cycling enthusiasts as well as a much broader range of society to start to make Hyundai synonymous with cycling by connecting with the consumer, rather than just marketing via content, this is the first step in that journey.
We wanted to show that Team Wiggins is all about being with a great group and enjoying the ride with the fans that make this sport so special and demonstrate the team’s positive spirit and attitude and their connection to the love of cycling.
“We gave 2 cyclists the ride of their lives”
The film, shot in Tatton Park Manchester, shows two amateur cyclists setting out on their usual ride when they are joined by Team Wiggins being supposedly filmed for a promotional shot – they then get the surprise of their lives when Bradley himself cyclists alongside them and makes them an offer they can’t refuse.
We distributed the film via Hyundai social channels as well as via a relationship with Immediate media using their cycling titles which include Bike Radar and Pro Cycling offering a reach of over 10m and nearly 700 monthly subscribers.
“This isn’t just a sticking logos on sponsorship, we wanted to avoid the usual formulaic content you see in car and cycling sponsorship and instead create a film that was both innovative and entertaining.” Martyn Gooding, Creative Director
To date we have had over 1m views with a 59% view through rate.