Hyundai Auto Canada is hoping to score with their Hockey Helpers initiative, which launches Oct. 1.
Hockey Helpers, run in association with KidSport, raises funds for kids who can’t afford to play hockey. An awareness campaign, developed by the Huyundai-affiliated Innocean Canada, features spokesperson and NHL player P.K. Subban. After releasing a teaser last week, the first ad went live Monday.
“Last year’s [campaign] was dealer-focused,” said Chad Heard, public relations manager for Hyundai Auto Canada. “This year, a big component is the public element.”
The campaign includes a 30-second TV spot and online videos in English and French, as well as a social media push and point-of-purchase displays in dealerships.
The TV ads, which feature Subban, a Montreal Canadiens defenceman, will run on Hockey Night in Canada, CBC and RDS. They will drive viewers to get more information or donate via a microsite, HyundaiHockey.ca. It also promotes the “1,000 Puck Challenge,” where kids pledge to shoot a puck 1,000 times in return for charity donations.
Kids can apply for a grant through the same website, which also includes options for dealerships to customize their own fundraising pages.
Point-of-sale materials include a hockey practice net with mesh covering the front. Customers are invited to take a shot, and the dealer will give a donation if it the customer scores. “Dress a kid” posters of children in street clothes are also posted, which dealers can “dress” with stickers of a hockey outfit – with each sticker representing a $10 donation. Hockey card handouts and $5 puck sales complete the dealer kits.
Last year, Hockey Helpers helped fund more than 1,800 kids. It generated over 100 million media impressions, the organization said, making it Hyundai’s largest campaign ever.
Last week’s teaser spot
