- Free online portal lets users compare how they think with celebrities, experts, friends and family
- Key element of Hyundai’s ‘New Thinking. New Possibilities.’ global brand strategy
- Celebrities include Kevin Spacey, Joseph Fiennes, Ian Wright
Hyundai Motor Co. and Microsoft Advertising today launched the New Thinkers’ Index, a ground-breaking interactive digital content experience where people can discover the new thinkers who are shaping the future.
The campaign supports Hyundai Motor’s new brand positioning -- ‘New Thinking, New Possibilities.’ -- and utilizes a wide range ofMicrosoft’s multi-platform media portfolio (including MSN, Xbox, Windows Live Messenger and mobile)to provide a fully interactive, multi-screen experience for the Hyundai community.
“We selected Microsoft Advertising as our partner for this campaign because of the popularity of its online channels, such as MSN, and its ability to deliver relevant audiences through sophisticated targeting,” said Chul Hwan Kim, Head of Hyundai Motor’s Overseas Marketing Group. “Centralto our decision was Microsoft Advertising’s experience and proven ability to successfully manage multi-market campaigns for big global brands.”
The New Thinkers’ Index will be promoted with 22 videos featuring celebrities such as Hollywood stars Kevin Spacey, Joseph Fiennesand Tobey Kebbell; Grime rapper Devlin, entrepreneur and record-breaker Richard Nobel; and legendary England and Arsenal footballer Ian Wright.
Each video will highlight a celebrity being encouraged to think differently in a challenging situation, leading to entertaining and surprising outcomes. The celebrity videos will illustrate different types of thinkers: Word-smart, Number-smart, Visual, People-smart, Self-aware, Musical, Body-smart or Natural. By giving people the opportunity to compare the way they think to celebrities via a fun, interactive online test, the New Thinkers’ Index aims to build a fascinating directory of the different ways in which people think today. People can share their individual results through social networks, and compare themselves to their friends and family and to the celebrities and experts involved in this exciting new project.
Earlier this year, Hyundai Motor launched its new brand direction and statement, “New Thinking. New Possibilities.” This encompasses Hyundai Motor’s new brand concept, “Modern Premium,” which aims to provide customers with emotional value and experiences beyond expectations through new thinking and new possibilities. The new brand direction also captures the spirit of change at the automaker, which has shown dramatic growth in all areas of business.
The campaign launched between October 31 and November 3 in Australia, Brazil, France, Germany, Italy, Spain and the U.K. It will run until March 2012 with the celebrity videos released at intervals throughout that period. All content will be hosted on MSN with links and branded experiences live across platforms including MSN, Xbox, Windows Live Messenger, mobile, Facebook, YouTube and Twitter. Every week new topics of discussion will be suggested via the Index’s Facebook site to stimulate fresh debate within and beyond the community, building the Index into a key destination for entertainment and socialization.