In an original attempt to create an impressive viral campaign, Hyundai is inching away from "car-talk" into "personality-talk." Launching off their brand motto, "new thinking, new possibilities," the automotive company launched an international digital campaign called the "New Thinkers Index." It centers around 22 four-minute videos that highlight the thought processes of actors, musicians, sports stars and other creative thinkers. Viewers are also invited to take a test to see where they fall on the thinker's index. (Are you a "word smart," "self-aware," "musical," "visual," or a "natural thinker?")
Jonathan Oliver, senior digital strategist at Microsoft Advertising, which developed the campaign with Hyundai, said, "We're not shifting cars, we're shifting thinking -- moving the needle on people's perceptions of Hyundai as a brand. Everyone knows the brand, but Hyundai needs to increase the brand love. This isn't shouting it from the rooftops, it's aligning the positioning to desirable content in a subtle way."
I'll admit, it's a beautiful campaign that highlights great thinking and collaboration among talented individuals. The thinker's index test is also a fun component. However, will consumers be able to see the connection between the campaign and the brand? Do they even need to? Some may end up questioning where the auto and consumer relevance is. While others may believe it's a good thing that brands are stretching their identity. I believe Hyundai is doing what marketing is all about; connecting with the person. They're not just selling a car, they're getting your attention.
What do you think?