Hyundai has launched a digital campaign dubbed ‘4-Second Car Reviews’ featuring 25 quirky, blink-and-you’ll-miss-them reviews from motoring ‘experts’ including a dog, a cactus, a time traveller and a flat earther to name but a few, all lending their unique perspectives on the new ‘Absurdly Sensible’ Hyundai Venue.
Created by AnalogFolk Sydney, the campaign also takes a trip down memory lane, with a host of noughties Hollywood icons including Lance Bass, Tori Spelling, Carson Kressley, The Bounty Hunter and Corey Feldman, all delivering their 4-Second Car Reviews on the Hyundai Venue.
Tapping into the fact that people’s average online attention span is now just 4.1 seconds, the campaign also draws on data showing that over 73% of all car buyers use online research and social media as their primary source of information when considering buying a car. Yet the way auto reviews have been traditionally delivered amongst a sea of online noise has been at odds with this behaviour.
“In order to connect the head with the heart – and find fresh ways of connecting our varying audiences with different models – we need to continually seek cut-through creative and media approaches. This campaign aims to inject some quirky fun and educate our young-at-heart audience as to Venue’s Absurdly Sensible qualities,” said Helen Gilmartin, Marketing Manager, Hyundai Australia.
Richard Morgan, ECD of AnalogFolk Sydney said: “4-Second Car Reviews is an entirely sensible idea that was ridiculously fun to make. Leveraging a nice, data-led insight, its playful, UGC-content style aims to entertain and educate our audience in equal measure.”
The campaign features the ‘Absurdly Sensible’ tagline which was recently developed by AnalogFolk New York as part of a global project win for Venue running in various markets around the world.
There are over 25 different 4-Second Car Reviews so far, running across Facebook, Instagram, YouTube and Snapchat, with more parts of the campaign yet to be rolled out.
Director of Marketing, Hyundai: Bill Thomas
Brand & Product Marketing Manager, Hyundai: Helen Gilmartin
Brand & Product Marketing Specialist, Hyundai: Lisa Yau
Executive Creative Director: Richard Morgan
Creative Team: Parisa Rezeai-Abyaneh, Alister McCann, Carlos Gomez
Designer – Robert Carter
Group Account Director: Jonny Sycamore
Project Director: Emily Entwisle
Managing Director: Matt Robinson
Strategy Partner: Ben Hourahine
AnalogFolk NYC Team: Jim Wood, Carren O’Keefe, Kunal Muzumdar
Production Company: Hooligan Collective
Director: Dylan Harrison
Producer: Nicole Richardson
DOP: Jason White
1st AC: Joel Eames
Editor: Mark Parry
Production Art Director: Elise Baker
Media Agency: Hearts & Science
Hyundai Website: Orchard
The rapid growth in ecommerce during the pandemic has heightened the need for real-time insights to accommodate fast-changing customer behaviour. Accordingly, CMOs’ responsibilities are shifting, and around three quarters are now responsible for contributing to business growth (76 per cent) and data and technology (74 per cent). This is according to the latest Capgemini Research […]
TikTok says that it has officially reached more than one billion global users. In a blog post on its Australian newsroom, the video app said, “our global community is remarkable in its ability to reach millions of people, across generations. From music, food, beauty and fashion to art, causes, and everything in between, culture truly […]
Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator. The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]
Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]