The car company’s digital campaign ‘New Thinkers Index’ brings together actors, musicians and sports personalities.
Hyundai has launched an interactive digital campaign developed out of its brand positioning: “New thinking, new possibilities”. As well as an online ‘New Thinkers Index‘, the company has commissioned 22 four-minute videos from actors, musicians, artists and personalities to highlight creative thinking.
Consumers are encouraged to take a test to find out what kind of thinker they are, from eight possibilities: word smart, number smart, self-aware, musical, body smart, visual, people smart and natural. They can then post their results on Facebook and tell friends to take part, compare themselves to the celebrities in the campaign, and to friends and family.
The campaign is running in Australia, Brazil, France, Germany, Italy, Spain and the UK, with the 22 videos getting released gradually over the next six months. Ads and content will appear on Facebook, Twitter, YouTube, Vimeo, and MSN platforms including Xbox, Windows Live Messenger and MSN mobile.
One of the campaign’s videos features actor Kevin Spacey guiding a group of young filmmakers and actors to write, shoot and edit a film in 24 hours. Another sees former land speed record holder Richard Noble transform a school’s chance of winning a downhill race in one night. Actor Joseph Fiennes and UK rapper Devlin team up in one of the videos to find some common ground between Shakespeare and modern street language. The collaboration featured Fiennes performing Sonnet 129 during Devlin’s track, which will appear on his next album. You can watch the video below: