Powering the Pride
Hyundai electrifies Brisbane Lions fans with game-day activations
Hyundai skill tester- Lion Park, The Gabba
When Hyundai set out to energise its Brisbane Lions partnership in 2025, its brief to BonBon was clear: create activations that spark excitement, showcase the vehicles and connect with fans on and off the field.
BonBon delivered a suite of experiences that highlighted Hyundai’s innovation while supercharging all the ways Brisbane Lions supporters could play, win and celebrate.
Lion Park Powered by Hyundai
Hyundai’s IONIQ electric vehicle wasn’t just on display in Lion Park: it was powering the action. Fans of all ages tested their skills on a steady-hand challenge, guiding their way along a twisting path for bragging rights and prizes. As the sun went down, the park lit up with beats from the Hyundai House DJ, transforming pre-game warm-ups into a nighttime festival.
Are You Kona Win a Car?
Throughout the season, BonBon managed entries for Hyundai’s “Win a Kona” competition. Promotional staff roved The Gabba with branded signage featuring QR codes, making it easy for fans to enter on the spot.
Hyundai Area VIP
The 2025 season marked the debut of Hyundai’s partnership with Area VIP, a premium ticketed space for Brisbane Lions fans. Guests enjoyed exclusive pop-up experiences in the space, including custom, hand-drawn 2024 Premiership caricatures by renowned artist Paul Harvey and a photo booth to capture the winning moments. BonBon worked with Aruga Design Studio to extend Hyundai’s brand presence across signage and touchpoints within the space.
Measure Up: Player Height Wall
As fans entered Gate 2, they were greeted by the Player Height Compare Wall, showcasing Hyundai’s Kona and Inster models alongside Brisbane Lions stars Eric Hipwood, Harris Andrews, Lachie Neale and Charlie Cameron. Supporters could measure themselves against their favourite players and capture the moment. On select game days, a family-friendly photo booth allowed groups to pose together and take home a unique Hyundai and Brisbane Lions-branded memory.
CONFETTI-WORTHY RESULTS
1 electrified Lion Park experience
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9,000 entries in the “Win a Kona” competition
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1320 mini Sherrins won
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8 metres of height charts for endless photos
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Zero need for a powerpoint
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1 electrified Lion Park experience 〰️ 9,000 entries in the “Win a Kona” competition 〰️ 1320 mini Sherrins won 〰️ 8 metres of height charts for endless photos 〰️ Zero need for a powerpoint 〰️
FROM CONCEPT TO CREATION
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From interactive games to VIP luxuries, every Hyundai activation was designed to centre fans in the experience.
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By powering activations directly from an EV, Hyundai demonstrated its innovation in action, seamlessly aligning the brand with fun, future-focused experiences.
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Custom caricatures, photo booths and DJ-lit nights gave fans reasons to capture and share their Hyundai moments before and after the siren.
Hyundai at The Gabba