If you want to connect with Canadians, hockey is the moment to show up. Recent Amazon Ads and Kantar research shows that nearly every adult in the country (95%) watches the NHL regular season, making it a powerful way for brands to tap into national culture. Hyundai’s partnership with Prime Video is a case in point – meeting fans where they already are.
The brand created Prime Video ad spots featuring NHL All-Star hockey players like Matthew and Brady Tkachuk, weaving the vehicles into emotionally resonant scenes of the drive home after a win or a loss. “Our products obviously don’t belong on the rink or in the stands,” says Smith, “But there’s a real connection to the drive to and from the rink, the getting there.”
In parallel, Hyundai sponsored Face Off: Inside the NHL, Prime Video’s original documentary offering fans a raw, behind-the-scenes look at the game. The goal? To connect with The Prime Video audience that’s younger, highly engaged, and passionate.
The response was overwhelmingly positive. “Canadians are vocal,” says Pileggi. “When something’s not working, they'll let us know. [But] people loved the way we were integrating our content with Amazon Prime Video and the NHL sponsorship.”
Watch our Campaign Canada video above - produced in partnership with Amazon Ads Canada - to learn more about the campaign that scored with Canadian fans.
