Ever since Hyundai showed up on US market, it was always far behind its Asian competitors like Honda, Toyota and Nissan. However, in a past decade or so, Hyundai improved a lot. Interior, exterior and even fuel efficiency improved so much that people just didn’t want to spend their money on expensive Asian cars. As an ad on to that, we had a huge financial crisis that lead to many big car companies in the US went bankrupt, and so Hyundai obviously followed the pattern of “what doesn’t kill you, makes you stronger”.
Recently, Hyundai came up with the campaign called New Thinkers Index, which would provide them with opinions of how Hyundai should look like by famous people in the world of theatre, music, sports, and other folks. The campaign is launched in order to make potential customers to read articles and watch videos that makes them do “online quizzes” in eight different areas.
The campaign was launched in collaboration with Bing and MSN under the slogan “New Thinking, New Possibilities”. Also, it will be launched all over the web, on portals such as Facebook and Twitter, Youtube and Vimeo, MSN, Windows live Messenger and others. Users are encouraged to share their results on Facebook, which is another great way to spread a good word. It is fun, and it’s sort of tinny quiz IQ test, why not do it in a few minutes if famous people did it.
What is very important in this campaign is that Hyundai is focusing on celebs to get their product through the market. If Kevin Spacey did this, I want to see if I’m better than this Hollywood star. That is the point that they want to spread.
One of the parts of the campaign is to release videos with famous celebs an one of them should be, none the less but Kevin Spacey. You might have noticed that this has nothing to do with cars. This is just a good marketing way to make people think differently about Hyundai. “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,” commented Jonathan Oliver, senior digital strategist at Microsoft Advertising.