- Kia wins Automotive Management magazine award
- Kia Motors UK wins 2nd major award for innovative advertising
(SEOUL) February 22, 2005 -- The ground-breaking animated TV campaign for the stylish supermini Picanto persuaded Automotive Management magazine to give the Best Marketing title in its annual awards to Kia Motors (UK) Limited.
Selected for the dramatic impact Kia’s marketing strategy has had on awareness of the brand amongst retail customers and the contribution it made towards the brand’s sixth consecutive year of record sales, the AM award confirmed the success of Kia’s innovative approach to marketing.
The Automotive Management Best Marketing award is the second accolade Kia UK has received for its communications in less than four months ? shortly before the end of 2004 Autocar magazine named the Picanto campaign as best advertisement in its annual awards.
Kia Motors UK’s General Manager of Marketing, Lawrence Hamilton, who received the Award at Automotive Management’s ceremony in the Birmingham International Conference Centre said: “Winning this title is further endorsement of our determination to talk to new car buyers in an informative but innovative way.
“The ‘Think About It Campaign’ and the Pete Fowler animation allowed us to talk directly to our target audience in an entertaining and memorable manner. Automotive Management have clearly recognised that the campaign, which has been widened to include print advertising and dealer advertising, not only hit its target but dramatically enhanced Kia’s image and awareness in a very crowded marketplace.
“We are continuing to develop the animation style to enable us to broaden our message from the Picanto to include Cerato and other models in the future,” he added.
Automotive Management is one of the leading industry-focused publications in the UK and its annual awards recognize achievements throughout the entire automotive industry.
Kia Motors Corporation (www.kiamotors.com) ? the fastest growing automaker in the world ? was founded in 1944 and is Korea’s oldest manufacturer of motor vehicles. As part of the Hyundai-Kia Automotive Group, Kia aims to become one of the world’s premier automotive brands. Kia’s 16 manufacturing and assembly operations in 13 countries produce more than 1.1 million vehicles a year that are sold and serviced through a network of distributors and dealers covering 190 countries. Kia today has 30,000 employees and annual revenues of $14 billion. It is the major sponsor of the Australian Tennis Open and an official worldwide sponsor of the Davis Cup. Kia Motors Corporation’s brand slogan -- “The Power to Surprise” -- represents the company’s global commitment to surpassing customer expectations through continuous automotive innovation.