Hyundai & Microsoft launch ‘New Thinkers’ Index’

28th November 2011

Hyundai & Microsoft launch ‘New Thinkers’ Index’

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/#/1/1/

ENDS

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