Tom Peter’s ‘Creative Award in Tough Times’ goes to Hyundai Motor America

Indecent in Flint
Originally uploaded by idahostudios

What, another meaningless blogging award? Yes, it’s an award (I think), but no, it’s not meaningless.

In fact, it got very excited after reading Tom Peters' post on ‘Creativity Award in Tough Times’ and got me thinking of the possibilities.

In his post, Tom recognises Hyundai’s creativity during the current global financial crisis. Tom said “My top award to date (I'm late on this) goes to Hyundai, for its program of allowing a purchase to be returned within a year if the purchaser becomes unemployed.”

I read that and nearly fell off my chair.

A car company with imagination, creativity and DECENCY – STOP THE PRESS! Has the world gone mad? Did the world turn upside down last night?

Hyundai’s marketing team should be given a Nobel Prize for something. My faith in marketing and advertising is back, but will other companies’ catch on to Decency Marketing.

Think:

Imagine if banks or building society’s deferred interest payments on home loans to help families to live without the fear of being thrown on the street
Imagine if credit card companies deferred interest payments to help people overcome their financial difficulties
Imagine if energy companies deferred payments on energy bills so that people didn't have to live in freezing or hot homes
Imagine if telecommunication companies deferred phone and Internet charges so you could search for work or ring for help

A competitive advantage or what?