Hyundai Santa Fe

Lion King Stampede

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What The Brand Needed

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.

Insights - Research

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.

Snapshot

The Results

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.