Since launching at the beginning of last November we’ve had a fantastic response to our new campaign for Hyundai Motor Co., the New Thinker’s Index. It’s a multi-screen, multi-market campaign that lets consumers discover and share how new thinkers are shaping the future by taking a fun, online interactive test, before sharing and comparing their results with family, friends and celebrities.
Thousands of people across the seven participating markets have become part of the community by taking the test and we’ve had lots of interaction with the questions asked on the NTI Facebook page. Such success provides proof that ground breaking branded content experience such as NTI have really captured the hearts and minds of the community, with the Index is constantly growing and evolving through users’ socialisation.
Since we launched the New Thinker’s Index this year we are continuing to work with some of the best talent in the world creating 22 short films that bring to life the very essence of the campaign. It is great to see our celebrities deconstruct the way they would traditionally approach things in order to succeed in the challenges we have set them, and then, find out what type of thinkers they actually are, after taking the test.
After the first batch of these films,featuring Hollywood actors Kevin Spacey and Joseph Fiennes, and entrepreneur and record-breaker Richard Noble was well received we have now launched the 2nd wave of episodes
‘Fancy Footwork’ sees legendary former England and Arsenal footballer – and my boyhood hero – Ian Wright swap his boots for dance shoes as he directs a group of performers in a short film exploring the common ground that exists between football , dance and other street freestyle moves. The episode sees tap, capoeira, gymnasts, break and street dancers come together with Ian to combine their disciplines with football skills. These carefully crafted sequences create a unique film showcasing the symmetry between these worlds to a backdrop of unique track produced by Lewi specifically for the film.
Continuing the sporting theme, we’ve also got golfers Richie Ramsey & James Morrison, who are challenged to think differently about a round of golf, using innovative new clubs and balls to get round a course. In other topics, English model and actress Lily Cole is asked to examine a new way of thinking about perfection, whilst Hong Kong’s TV star chef Alvin Leung is challenged in the kitchen as the Demon Chef!
The final new video features British catwalk model and self-confessed speed freak Jodie Kidd, who takes on former Top Gear ‘Stig’ and champion racing driver Ben Collins in a short film that pits the two petrol heads against each other for the title of most fuel efficient driver. Entitled ‘The Big Green Race’, the film twists a traditional race by awarding victory to the driver that manages to use the least fuel throughout. The task really forces both celebrities to think differently, sacrificing the need for speed in favour of economic fuel use. Can you guess who can change their thinking most effectively to take pole position?
To watch the new videos and take the test for yourself head over to The New Thinkers Index, or join the growing community interacting on the Facebook page. Also, don’t forget to keep checking back for new celebrity episodes released over the next few months, we’ve got some A-List stars still waiting in the wings
Thanks,
Jonathan Oliver, Senior Digital Strategist, Creative Solutions, Microsoft Advertising