Hyundai kicked off the NTNP campaign globally across 25 utilising traditional channels such as TV, Print, Radio and Outdoor to deliver reach and scale. However to drive engagement and understanding Hyundai chose Microsoft to develop a concept that would allow people to interact with the NTNP positioning in more nuanced ways.The website was known as The New Thinkers Index ( NTI ). Hyundai created 22 films putting celebrities and experts into challenging situations that made the audience think in new ways. We asked the audience to take a test so they could discover how they think and how they compare to others. The New Thinkers Index objective was to create a new taxonomy of thought.Brought to life by a fusion of communications platforms, including Microsoft's portfolio (MSN, Xbox, Messenger) devices (PC, TV, Tablet, Mobile), social platforms (Facebook, YouTube, Twitter,) and Hyundai's own assets (online, showrooms)

Whilst the campaign is still running (ends May 2012) we have already seen some phenomenal numbers across our variety of platforms.PR across both trade and consumer with headlines articles in both the dailymail.co.uk & telegraph online with a combined daily reach of over 75m usersUnique visits to hub 2.1 million +Awareness of NTI increased 1.9 xSlogan Awareness +90%Spontaneous Brand Linkage to Slogan +114%Customer Preference +40%Luxury +54% Hyundai represents :"Premium" +137%Hyundai:"Exceeds Expectations" +81%In the key metrics we have seen NTI deliver an increase in all qualitative KPI’s.