[11] New Thinking New Possibilites: A Tribute to Hyundai

Hyundai has ceased to amaze me for years. I remember when the vehicles first appeared on the road, they did nothing to strike anybodies fancy. I associated them with unappealing brands like Kia. I do not mean to knock these cars because while they might not be luxurious, they do serve a practical purpose for many consumers. I never thought I'd associate Hyundai with Mercedes-Benz and BMW, until now.

2008 Hyundai Sonata

Take a look at the difference between the 2008 and 2010 Sonata models. The car itself made leaps and bounds in just two years, a night and day difference, but the aesthetics alone are not what satisfies me most. It is the brand that Hyundai as built around the idea of "New Thinking, New Possibilities".

2010 Hyundai Sonata

Hyundai paired up with Microsoft Advertising to create the New Thinkers Index, an online campaign aimed at testing the quality of consumers thoughts. It is a movement that showcases the thought processes of creative people across the spectrum including musicians, actors and athletes through 22 videos that will be released over the next six months. Consumers can find out how their thinking ranks among that of the featured people. It will be positioned within the major social media outlets giving everyone and opportunity to compete, compare and share. You can read more about the campaign in Hyundai Tests Customers' Brains with New Thinkers Index article on Ad Age.

 "New Thinking, New Possibilities" is a perfect tagline for the company to base its ideals on. This motto is represented not only in the improvements of the vehicle itself but in the actions of the brand. Recognizing the shift towards digital consumption, Hyundai transformed the car manual. Instead of a lengthy, often unread publication, the Equus (Hyundai's flagship vehicle) manual can be found as a fully interactive application hosted on the iPad found in the glove compartment. Catch a glimpse of it here.