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Hyundai Australia taps into short attention spans with quirky 4 second ads

Hyundai Australia has pioneered the ‘4-Second Car Review’, 25 quirky short videos featuring alleged motor experts like a dog, a cactus, a chameleon, a ninja, a time-traveller and a flat-Earther.

The blink-and-you’ll-miss-them segments, from AnalogFolk Sydney is informed by a study claiming that the average online attention span is now just 4.1 seconds. Furthermore, over 73% of all car buyers research online and on social media when considering a car purchase.

“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.

The digital campaign also hits some nostalgic notes, with celebrities like Lance Bass, Tori Spelling, Carson Kressley, Dog the Bounty Hunter and Corey Feldman lending their unique evaluation of the new ‘Absurdly Sensible’ Hyundai Venue.

Featuring the ‘Absurdly Sensible’ tagline, executive creative director of AnalogFolk, Richard Morgan 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.”

There are currently over 25 different 4-Second Car Reviews across Facebook, Instagram, YouTube and Snapchat, with more parts of the campaign to come.

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