'Hyundai Brilliant Interactive Art’
Set to Captivate New Yorkers
- Hyundai Motor Company fascinates New Yorkers with unique billboard campaign in Times Square, one of the most vibrant pedestrian intersections in the world
- Uploads visitor’s photos and messages through a virtual character ‘Mr. Brilliant’
- Offers visitors a variety of themes to display their photos and messages
- Enhances brand image with ‘consumer communication’ in Times Square, one of the most iconic global landmarks in the world
NEW YORK
CITY, Aug. 15, 2014 - Hyundai
Motor Company launches a new interactive billboard campaign entitled ‘Hyundai
Brilliant Interactive Art’. It utilizes a two-way interactive communication
between consumers and corporate groups to target tourists and pedestrians
around Times Square’s billboards in Manhattan.
This
interactive billboard integrates the latest technology, and is the next step in
Hyundai Motor Company’s
strategic brand direction ‘Modern Premium,’ that started with ‘Hyundai Race’ in
2011 and ‘Hyundai
Brilliant Image Show’ in 2012.
‘Hyundai
Brilliant Interactive Art’ attempts to communicate emotionally with visitors by
showing many different looks of the virtual character ‘Mr. Brilliant’ who lives
in the three-sided outdoor billboard.
As visitors
pose for the high-tech facial recognition camera, ‘Mr. Brilliant’ finishes by
embellishing the visitors’ photo with various themes for all Times Square
visitors to see.
Six
backgrounds are available for visitors to choose from:
- Tourist who travels Times Square
- Artist who draws New York City
- Image of the Statue of Liberty
- Police officer protecting New York
- Celebrity jogging across Manhattan Bridge
- Race car driver with his favorite Hyundai
Also, ‘Mr.
Brilliant’ presents memories by displaying visitor messages on the billboard
sent via a smartphone mobile page connected through ‘Mr. Brilliant’ Wi-Fi.
“This
interactive billboard campaign is intended to build brand awareness and reach a
large audience by departing from the traditional brand marketing strategy,”
said a representative from Hyundai
Motor Company. “We expect this new interactive billboard campaign will provide
opportunities for visitors from around the world to experience the Hyundai
Motor brand in a fun and memorable fashion.”
New York
City’s Times Square, the launch site of ‘Hyundai Brilliant Interactive Art’, is
truly the world’s landmark located in the very center of Manhattan-heart of the
world commerce and art. It is also one of the busiest pedestrian intersections
in the world boasting more than 300,000 visitors a day and more than 100
million each year.
Hyundai first advertised at
its location in Times Square starting in 2009. The high-visibility location
also is used by companies like Coca-Cola and Samsung Electronics.
Hyundai Motor Company is
conducting other big and unique consumer communication displays as part of its
2012 ‘Live Brilliant’ campaign that helps consumers experience the Hyundai
brand via campaigns such as ‘Culture/Art branding’ sponsorship of famous
galleries like ‘Tate Modern’ and ‘National Museum of Contemporary Art’ and the
‘Hyundai Motor Studio Seoul’ that opened in 2014.
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