A huge part of marketing is understanding how your customer thinks, and Hyundai is tapping into this idea with the Hyundai 'New Thinkers Index' campaign, which revolves solely on the idea of thinking.
Launched in collaboration with Microsoft's Bing and MSN, the Hyundai 'New Thinkers Index' campaign includes an online platform where visitors can "explore" the thinking of famous people -- actors, athletes, musicians and more -- as well as watch videos centered on the thinking theme and which feature celebs like Kevin Spacey. Users are also invited to take an online test that measures how they think in areas like music and visual. After a person takes the test, he can compare his results -- for example, whether he is "word smart," "number smart" or "self-aware," among others -- with those of celebs and share them with his friends on Facebook and Twitter.
According to Jonathan Oliver, senior digital strategist at Microsoft Advertising, "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."
What's Driving This Trend
- Celebrity Influencer Marketing
- Capitalize on the popularity and influence of celebrities to promote products or brands.
- Personalized Testing and Comparison
- Provide online tests or quizzes that allow users to measure their abilities and compare results with celebrities.
- Exploring Human Thinking
- Create campaigns or platforms that revolve around the idea of thinking and understanding how people think.
Who This Affects Most
- Automotive
- Utilize thought-focused campaigns to shift people's perceptions of automotive brands and increase brand love.
- Technology
- Collaborate with digital platforms to create innovative campaigns that engage users in exploring human thinking.
- Advertising
- Incorporate personalized testing and comparison into advertising strategies for brands to connect with their target audience.
