Personality tests aimed at figuring out one’s way of thinking will never be out of fashion. Building on the success of such questionnaires, Hyundai has launched a new global campaign New Thinkers Index on online platform to provide visitors with a chance to explore the notable thinkers’ outlooks (ones of actors, musicians, outstanding athletes and other notable people), read articles and watch a series of short 4-minute videos revolving around the think theme and take a test online to figure out how well they do in eight major areas of thinking ranging from natural and interpersonal to music and visual.
Photo: A snapshot from the Newthinking.uk.msn.com website
The campaign was launched in collaboration with Microsoft’s Bing and MSN under the ‘New Thinking, New Possibilities’ slogan and will be rolling out across the web with the content posted on YouTube and Vimeo, MSN platforms Xbox, Windows Live Messenger and MSN mobile, as well as on Facebook with dedicated ads and Twitter. The users are encouraged to share the results of their tests on Facebook revealing the diagram showing how ‘word smart,’ ‘number smart,’ ‘self-aware,’ ‘musical,’ ‘body smart,’ ‘visual,’ ‘people smart’ or ‘natural’ they are. In this interactive test, they can also compare their diagrams to the ones of celebrities—they include actors Kevin Spacey and Joseph Fiennes and footballer Ian Wright, great thinkers of the past Charles Darwin and Wolfgang Amadeus Mozart as well as other users, who have already used the Index to figure out their ‘thinker profile.’
Photo: A snapshot from the Newthinking.uk.msn.com website
As part of this campaign, the auto brand is going to release 22 films over the next six month, with some of them being already available to watch at the online destination. One of them features celebrated actor Kevin Spacey, who is working with a team of young filmmakers, helping them write, shoot and edit a movie about flatmates, ‘Jess// Jim,’ in just 24 hours (by the way, the Hollywood A-lister is now also collaborating with the Jameson brand on another film related project). Another film project, Royal Shakespeare Rapper, stars Shakespearean actor Joseph Fiennes and U.K. rapper Devlin, who are merging two epochs and two creative approaches, investigating the similarities of their performance styles, to create a new song based on sonnet 129 (the result of their collaboration will be included in the upcoming Devlin’s album). The other two short movies in the hub—one is about a group of artists, designers, photographers and gardeners, who transform an urban wasteland into a lovely garden in 12 hours, and another is featuring Richard Noble, former land speed record holder, who helps a school win a downhill race.
“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, to AdAge.