South Korean automaker Hyundai has recently signed a three-year deal with Bloomberg Media in order to produce a global television program. The program will be called "Brilliant Ideas" and will feature Bloomberg's current artists.
It will run on Bloomberg Television and all its digital channels as well, according to Campaign Asia. It will be comprised of 25 half-hour episodes that will be produced in a course of one whole year.
"Brilliant Ideas" will present the life and various oeuvre of Bloomberg Television's wide-range artist pool including Cornelia Parker, Grayson Perry, Simon Denny and Micahel Joo.
Hyundai Motor Company executive vice president for marketing Wonhong Cho said that the program is the continuation of its previous effort to infuse company values and art. Since 2013, Hyundai started working with various art museums including the National Museum of Modern and Contemporary Art in Seoul, the Tate Modern Museum in London and the Los Angeles County Museum of Art, according to Media Post.
Cho told Marketing Daily, "We have changed our marketing direction from just building awareness to improving familiarity, and we have also looked at society as a whole and asked ourselves what is important."
Cho added that the conception of "Brilliant Ideas" came from the fact that not many people have the time and opportunity to visit art galleries and museums. This led Hyundai to tap Bloomberg Television and collaborate in creating a program that is accessible to the general public.
According to Cho, Hyundai is pushing a new direction towards promoting a "modern premium" brand. This is the company's strategy to give their customers, including potential ones, a premium experience and beyond the "mass" brand which they are currently marketing.