Paul Howell
Nov 7, 2011

Hyundai and Microsoft Advertising consider the ways celebrities think

GLOBAL - In line with its new brand positioning of 'new thinking, new possibilities', Hyundai has embarked on a unique digital content campaign featuring the inner-most thoughts of a range of international celebrities.

Hyundai and Microsoft Advertising consider the ways celebrities think

The campaign centres on 22 videos, featuring celebrities such as actor Kevin Spacey, rap artist Devlin, England footballer Ian Wright and entrepeneaur Richard Noble. Each scene will highlight the celebrity being encouraged to think "differently" in a challenging situation. Hyundai says the celebrity videos will illustrate different types of thinkers: the word-smart, people-smart, number-smart, self-aware, musical, body-smart and natural.

At the same time, online audiences will be able to take a test themselves, and see which sort of thinker they are, comparing themselves with both their friends, and the celebrities.

The campaign utilises a wide range of Microsoft Advertising multi-platform media portfolio, including MSN, Xbox, Windows Live Messenger, and mobile platforms.

Chul Hwan Kim, head of Hyundai's overseas marketing group, says these channels delivered "relevant audieces through sophisticated targeting".

"Central to our decision was Microsoft Advertising’s previous experience and proven ability to successfully manage multi-market campaigns for big global brands."

Jonathan Oliver, senior digital strategist at Microsoft Advertising said: “We are delighted that the richness of Hyundai Motor’s new brand position has allowed us the freedom to develop such ground-breaking work in the digital space, with a company that is daring, innovative and willing to try something new."

Source:
Campaign Asia

Related Articles

Just Published

21 hours ago

Edelman global revenue falls 3.7% to $1.04 billion ...

The independent agency’s performance was impacted by a 9.1% decrease in the US, while Asia-Pacific rose by 1.7%, with Korea, India and Singapore all posting gains.

22 hours ago

Google incorporates Gemini into Performance Max

The roll-out of Performance Max's enhanced generative AI capabilities will begin in the US in March in English, expanding globally thereafter.

22 hours ago

Women to Watch Greater China 2024: Amanda Ma, ...

Ma’s deep understanding of the Chinese market and its nuances, and the ability to unify and inspire diverse functional teams are instrumental in her holistic strategy to develop talent effectively.

23 hours ago

Looking back, looking forward: Tze Kiat Tan, BBDO Asia

In a fresh series, APAC adland CEOs share their hopes and fears for the year ahead and reflect on 2023. In this edition, we chat with Tze Kiat Tan, CEO of BBDO Asia.