Goals and objectives
The name Hyundai comes from the Korean word for “modernity,” and as the third largest automotive manufacturer in the world, Hyundai Motor Company takes its etymology to heart. Hyundai Motor Company is committed to becoming its customers’ lifetime partner in automobiles through its forward-thinking approach to technology, innovation and design.
Hyundai is a champion of global contemporary art, a philosophy also shared by Bloomberg Media, the leading multi-platform global financial media company reaching a premium audience of financial and business decision-makers.
Hyundai’s target audience maps to Bloomberg Media’s own global influential audience, who similarly value art and creativity, but who may lack the time to explore galleries and museums regularly. Bloomberg worked with Hyundai to develop the A+T digital video series, which challenges audiences’ perspectives of the interplay between art and innovation through premium mobile video and cross-device content delivered directly to them.
The goal of the A+T series is to support and drive Hyundai’s global arts association including partnerships with key arts institutions (including the TATE Modern and LACMA), while positioning Hyundai as an innovative, quality brand to an influential audience.