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.
Says Helen Gilmartin, marketing manager, Hyundai Australia: “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.”
Says Richard Morgan, ECD, AnalogFolk Sydney: “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
Creative Agency: AnalogFolk, Sydney
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