HCE & UHFC Hold Second Brand Day Event

On September 7th, Hyundai Construction Equipment held the second brand day event during the match between Ulsan Hyundai FC and Suwon Samsung FC. Having held the event in the 2021 season as the team’s sponsor, HCE engaged in this season’s brand day events, providing numerous events and attractions for the fans. Here is a vivid look at the second brand day taken place at Ulsan Munsu World Cup Stadium.

A Lot to See in and out the Stadium

On the day of the match between Ulsan Hyundai and Suwon Samsung, fans who arrived early spent a joyful time engaging themselves in various activities HCE prepared.

The fans took pictures at a photo spot with the company’s HW155A in the background. They also tried putting tattoo stickers featuring HCE’s mascots having a fun pre-match time.

At one corner of the stadium, a specially designed uniform commemorating the second brand day was for sale. The black-and-white design giving the uniform a classic look attracted many Ulsan Hyundai fans. In addition, Hyundai Construction Equipment handed out special HCE-edition clappers and the company brand leaflets to the fans upon entry, making the event meaningful both to the company and the spectators.

HCE, the “Victory Fairy”

At the beginning of the match, an opening ceremony took place. During the ceremony, a center circle in the shape of a special patch featuring HCE’s excavator decorated the soccer ground to which Ulsan Hyundai players in the brand day uniform marched in. The fans roared wishing for their victory upon their entrance. The employees from HCE, its customer companies, and partner companies joined their voices to the fans’ cheer.

Since HCE started sponsoring Ulsan Hyundai in 2021, Hyundai Construction Equipment was given an honorable nickname by the fans. “Victory fairy,” the fans call the company. The adorable title comes from the fact that Ulsan Hyundai was victorious in the last two brand day matches held last season (18R versus Pohang Steelers, 26R versus Suwon Samsung). They consider the company a fairy bringing victory to the fans, hence the nickname “Victory fairy.”

The fans are curious whether the nickname could stand in this season. Ulsan Hyundai having won the first brand day match with Daegu FC, the result of the second brand day match drew the attention of the fans. Without a doubt, Hyundai Ulsan defeated Suwon Samsung with a 1-0 score that day. As it turns out, Hyundai Construction Equipment is indeed a “Victory fairy” for Ulsan Hyundai.

There was a prize drawing event during halftime for the visitors from HCE, customer companies, and partner companies. Although the microphone of the event host went out of order, the event continued smoothly using paper and pens. Through the event, spectators brought home miniatures of the company’s excavators, a voucher for a hotel, and more exciting gifts.

An Interview with Choi Cheol Gon CEO Celebrating the Brand Day

Q. Many soccer fans joined the HCE brand day. How do you feel about the successful event?

I would like to send my encouragement to the Ulsan Hyundai players for their great play at the match, and gratitude to the fans who visited the stadium and cheered for the players. The brand day event is a very meaningful occasion where Hyundai Construction Equipment could be with our customers. We put a lot of care and effort into planning the event through the strong partnership with Ulsan Hyundai FC. The successful event could not have happened without our employees’ dedication, and I am fully aware of that, which makes me feel proud and pleased.

Q. I hear that Ulsan Hyundai and HCE share a special relationship.

We do. The home stadium at Ulsan began its construction using our company’s excavator. That is what makes the special patch the players wore on their right shoulder today more meaningful. The connection that started when building the stadium led us to engage in an official sponsorship in 2019. We are supporting their matches and conducting marketing campaigns in which the fans and the players participate since then.

Q. What contribution does sport marketing such as the brand day make for the growth of the company?

Sport is the most powerful and effective means of heightening brand awareness. I believe the brand day we have with Ulsan Hyundai will be a great opportunity to strengthen the HCE brand among the K-League fans. Also, the agile and dexterous images of soccer players fit well with the brand image and value HCE pursue, making sports marketing much more effective.

Q. How would you describe the company’s vision to the Ulsan Hyundai fans?

Hyundai Construction Equipment considers this year the beginning of becoming one of the global top five construction equipment makers and aims to reach that goal within three years. One of the company’s efforts involves improving our Ulsan plant, which is HCE’s core manufacturing facility.

Through the 20-billion investment project, the Ulsan plant will be equipped with advanced systems serving as the company’s global core manufacturing plant. Its production capacity will double, making 15,000 machines per year. With the streamlining of the manufacturing process, the company’s revenue is expected to increase enormously from the enhanced productivity and reduced logistics costs.

The company hopes the fans support our goal of becoming one of the top five construction equipment makers, as improving the Ulsan plant is the most crucial part of making our vision come true.

Q. Any words for the Ulsan Hyundai fans?

It was a pleasure to interact with the fans and introduce HCE’s vision to the fans through the brand day event today. Hyundai Construction Equipment will continue its marketing efforts in cooperation with Ulsan Hyundai FC, reaching out to the K-League fans and our customers. As you are a big fan of Ulsan Hyundai, we wish that you be a big fan of HCE, showing positive responses to our marketing efforts.