She’s Electric

Hyundai | Surfing Australia Sponsorship

1 in 3 surfers are women, yet only 10% of all grassroots competitors are female. Hyundai transformed a passive sponsorship into She’s Electric: discovering the future of women’s surfing using performance data, not looks.

This long term platform used LiveHeats data to connect 750 grassroots comps around Australia on one national ranking - the first ever grassroots women’s leaderboard in surfing history. The Top 5 became Team Electric, a sponsorship team given the exposure and pathway to make it to the top.

A campaign informed by live performance data from 750+ Boardrider grassroots competitions around Australia.

Every media touchpoint became a scoreboard.

We partnered with MurMur, the first women’s surfing publication founded by female pro-surfers Tru & Jesse Starling as our official She’s Electric season commentators.

After 8 rounds we launched Team Electric, a sponsorship team given the national exposure and support to make it to the top through training and PR.

So go on, meet the first ever Hyundai Team Electric.