Premium partner of Olympique Lyonnais, Hyundai took advantage of the derby against AS Saint-Etienne on Sunday evening to gain original visibility directly in the stands of Groupama Stadium.
Like the telecommunications operator T-Mobile (Deutsche Telekom) at the Allianz Arena in Bayern Munich, the automaker invited a few spectators to promote its KONA vehicle.
As Hyundai explained to us, 193 children from the Sport Dans la Ville association were invited to the OL – ASSE match. For the occasion, they were asked to dress in dark. Depending on the places, some (49 in total) were given a white outfit to form the KONA lettering in the gallery.
Conducted in collaboration with the agency Lagardère Plus and the OL Foundation, this activation resulted in a few conversations on social networks, including Twitter. In television, the visibility offered was at the very least, enough to raise the questioning of many viewers in front of Canal +. In the Groupama Stadium, some fans were also arrested by this activation.
What is KONA? 😟 #OL #ASSE pic.twitter.com/N64p9mcfn8
– FARAZMAND Jahangir (@FarazmandJ) March 1, 2020
Who knows why people are dressed in white to make KONA appear? #OLASSE
– Jim Dandin (@JimDandin) March 1, 2020
It will go unnoticed, but a nice publicity stunt from Hyundai which places a “Kona” in the stands for its new car.
A nod to T-Mobile who has been doing this for a long time at Bayern! #OLASSE pic.twitter.com/kOL0FQJ5y3
– Emile Gillet (@Emile_Gillet) March 1, 2020
Official attire of the supporter of Lyon under the regime of Kim Jong Aulas#KONA#OLASSE pic.twitter.com/o29bTm3ZIJ
– ⭐️ ⭐️ ⭐️ 3 stars 93/98/18 Jomasque (@jomasque) March 1, 2020
Ignore the KONA tifo but hey the EBITDA will swell by 100k €
– Lolhem Coeur de Gone (@OL__Lolhem) March 1, 2020
For the derby #OLASSE, Hyundai offers additional visibility directly in the stands and highlights its KONA vehicle.
Recurring activation at the Allianz Arena at Bayern Munich with T-Mobile#kona #hyundai #OL #League 1 pic.twitter.com/ZgdQrzK4MD
– SportBuzzBusiness.fr (@SportBuzzBizz) March 1, 2020
Anyone know what people in white with “Kona” write? #OLASSE #TeamOL
– Jeff Tuche Adelaide (@ clemrll1) March 1, 2020
They caught the KONA virus themselves #OLASSE pic.twitter.com/Q2zBDlcCov
– Her Majesty Bacon (@SMEBacon) March 1, 2020
#OLASSE OL who places a small public sponsor with Kona, like the Allianz Arena in Bayern 😅 Always nice to be supported with a white dress code pic.twitter.com/ZkrzyDBGuX
– Jules Charbon (@JulesCharbon) March 1, 2020
In the second half, the Hyundai France Twitter account communicated about the operation in the stands and took the opportunity to generate interactions around the hashtag #HyundaiKona through a quiz.
We got trolled right in the derby! 🙃
So, we offer you a scarf.
RT with #HyundaiKona to participate.#SociOLRoombyHyundai#TeamOL #OLASSE pic.twitter.com/CUjzzqPRq4– Hyundai France (@HyundaiFrance) March 1, 2020
A speech which intervenes while Hyundai is living its last months as a jersey sponsor against OL. From next season, the Rhone club will display the colors of the airline company Emirates, which signed up a few weeks ago for 5 seasons and some 100 million euros. To date, Hyundai is still thought about how to continue its collaboration with OL.
In the past, Hyundai had not hesitated to display the name of its model KONA directly on the front of the players’ jersey to replace its logo during certain Ligue 1 Conforama matches.
Tonight Hyundai is promoting its KONA vehicle on the jersey of Olympique Lyonnais #OLASM #OL #TeamOL @ol # Ligue1Conforama pic.twitter.com/lsCYp8rncQ
– SportBuzzBusiness.fr (@SportBuzzBizz) October 13, 2017