Madrid, June 6, 2024 – Hyundai is one of the most searched brands on the internet, and it also has the highest rate of spelling and pronunciation errors, with over 610,000 monthly searches where the name is misspelled. This prompted the automotive brand to launch the “Como Suena” campaign last March, which now returns in collaboration with Atlético de Madrid, a football team officially sponsored by Hyundai.
After its launch, Havas Creative, the agency responsible for the conception and development of this entertaining campaign, identified that both Hyundai and Atlético de Madrid share the same issue with the pronunciation and spelling of their names. Many fans of the Club also frequently misspell the names of the players on social media. This insight led to the idea of extending the campaign, continuing the creative concept of “Como Suena” to convey that Hyundai is a brand that is approachable and accessible to everyone, increasing its recognition and enhancing the visibility of Hyundai as the official sponsor of Atlético de Madrid.
This new campaign builds on the same premise as the previous one: people often misspell names. However, this time, the audiovisual creative pieces feature Atlético de Madrid players alongside their fans, blending emotional and humorous elements. In these pieces, players like Oblak, Ana-Maria Crnogorcevic, Ajibade, Sheila, Memphis, and Rodrigo de Paul surprise their fans by gifting them a jersey with their name. The main message of this campaign is, “it doesn’t matter how you spell it, what matters is the feeling behind it.”
The campaign includes three different executions: a long piece of 90 seconds and two short pieces of 20 seconds, which will be available in digital and social media spaces.