Twenty five years after The Lion King premiered worldwide, Jon Favreau’s photorealistic masterpiece was set to release in South African cinemas on 19 July 2019. In the build-up to the premiere, Hyundai South Africa partnered with Disney to upsell their all-new family SUV, the Santa Fe, through a series of wild stunt activations in Johannesburg.
Our job? To amplify the partnership across digital and social channels and ultimately increase sales leads.
The campaign kicked off with a large-scale stunt in Parkhurst where a fleet of wildebeest SUVs stampeded behind a Simba Santa Fe to recreate the film’s legendary gorge scene.
The stampede set the tone for our creative to transport the Santa Fe into The Lion King universe and draw a parallel between the rise of a new king and the arrival of the all-new SUV.
The day of the South African premiere, we activated a Promoted Trend and First View on Twitter featuring content from the Parkhurst activation.
During the campaign we reached 868 345 unique Facebook users, generated 1 663 819 trend impressions, 482 719 Twitter impressions, 145 402 video views and an overall engagement rate of 3.36%. This increased sales leads to 131, including the sale of the Simba-wrapped Santa Fe to one very excited Lion King fan.