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Hyundai Motor Company and Microsoft Advertising
have launched the New Thinkers’ Index, a
ground-breaking interactive digital experience
where people can discover the new thinkers who
are shaping the future. The campaign supports
Hyundai’s new brand positioning ‘New Thinking.
New Possibilities.’, utilising a wide range of
Microsoft’s multi-platform media portfolios
(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. “Central to 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 through
22 online videos featuring leading lights such
as Hollywood stars Kevin Spacey, Ralph Fiennes
and 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, resulting in entertaining
and surprising outcomes.
The videos will illustrate different types of
‘thinkers’: Word-smart, Number-smart, Visual,
People-smart, Self-aware, Musical, Body-smart or
Natural. The New Thinkers’ Index aims to build a
fascinating directory of the different ways in
which people think today by giving people the
opportunity to compare the way they think to
each featured participant via a fun, interactive
online test.
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 launched its new
global brand direction and statement, ‘New
Thinking. New Possibilities.’ which encompasses
the company’s new brand concept, “Modern
Premium,”.
The ‘New Thinkers’ campaign runs from November
2011 until March 2012 in Australia, Brazil,
France, Germany, Italy, Spain and the U.K. with
the featured 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 social interaction.
For more information visit: http://www.newthinking.au.msn.com
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