Kia Motors launches new global brand campaign
Kia Motors Corporation 2011/10/27프린트
- New campaign to communicate Kia’s brand slogan and beliefs through TV and social media by leveraging strategic partnership with Facebook
- Three-phase social media campaign: a quiz featuring Rafael Nadal, an environment awareness themed CSR program and a state-of-the-art semantic interactive social movie
- Targets Kia’s Facebook fans worldwide, with content available in seven languages
(SEOUL) October 27, 2011 -- Kia Motors today launched its new global brand campaign called ‘Inspired by What You Like. Kia, the Power to Surprise.’ The campaign aims to increase awareness and understanding of Kia’s core brand beliefs – ‘Challenger’, ‘Human-driven’ and ‘Spirited’ – through TV commercials and digital media in key sales markets.
In addition to large-scale traditional media exposure, Kia plans to provide an engaging digital experience to create a more intimate bond with consumers. To achieve this objective, the digital campaign will be focused on social media platforms where users can participate and share their experience with peers, which is in line with the core message of the TV commercials.
The campaign teaser TV commercial, which will be first aired on 27 October, features Kia’s global brand ambassador, tennis sensation Rafael Nadal, showing the audience what he likes. In the main follow-up campaign commercial, Kia’s brand beliefs will be communicated by showing which customer ‘likes’ are valued by Kia as a brand.
Leveraging Kia’s partnership with Facebook, the world’s largest social media platform, the digital campaign will be rolled out in three phases on Kia’s worldwide Facebook page and will include a social media quiz, a CSR program and a state-of-the-art semantic interactive social movie. To bring the brand closer to consumers worldwide, the campaign is being launched in seven different languages and seeks to harness the power of social networks to communicate the campaign theme, “Inspired by What You Like. Kia, the Power to Surprise.”
Facebook at the center of digital campaign
Focusing on the Facebook “Like” button, one of the most recognizable icons on the Internet today, the campaign’s elements are designed to engage consumers directly to find out what they enjoy and appreciate in life.
Phase One: Guess What Nadal Likes
At the time of launch, Kia’s Facebook fans will be able to play a simple, social media quiz called “Guess What Nadal Likes.” Kia will select two winners among those who submit the most correct answers and award them with a trip for two to the 2012 Australian Open tennis tournament. The correct answers along with the winners will be revealed on 10 December.
Phase Two: Kia Likes Caring
During phase two, the company will team up with a globally renowned environmental advocacy organization to drive awareness and to support the brand’s commitment to sustainability by sharing its values with Facebook fans. Driven by the theme “Inspired by What You Like,” Kia will ask fans to place a badge on their profile pictures representing their support for the environment. In response to the level of support generated on Facebook, Kia will donate vehicles to the organization for use in their daily efforts aimed at assisting developing countries in implementing environmentally sound policies and practices. The Kia Likes Caring CSR program starts on 8 November and is expected to conclude on 31 January next year.
Phase Three: Like Lab
Set to launch on 18 November, Kia will introduce the ‘Like Lab’ as the third phase of its digital brand campaign. Like Lab is a state-of-the-art semantic social movie that will allow users to control the content of the story to reflect what they like. The story unfolds with a scene inside Kia’s secret agency called Like Lab where agents and researchers study various “likes” from users to create the best designs and quality for their cars.
“We are extremely excited to take part in Kia’s latest global brand campaign,” says Stephen Chun, Director, Asia Pacific of Facebook, Inc. “Kia’s forward-thinking approach to introducing creative ways of communicating with its audiences is a perfect fit with Facebook’s platform, and we expect our first project together as partners will create a strong and lasting relationship going forward.”
Tae-Hyun (Thomas) Oh, Senior Executive VP and COO of Kia Motors adds, “Through our new global brand campaign, we want to pay tribute to our fans around the world for the strong interest and loyal support they have shown in the Kia brand and our cars. We are truly inspired by them, and their voices motivate us to challenge the norm and drive innovation. We want what they like to be reflected not only in our products but in the way we do business.”
The digital campaign on Kia’s worldwide Facebook page will run from today until 31 January, 2012, with content available in English, French, German, Italian, Spanish, Portuguese, and Arabic.
For more information or to participate in the campaign, please visit http://on.fb.me/vEA9AB and tell us what you like.
Editor’s note: Related video, stills and other press material are available at Kia Motors’ Multimedia Library (http://kia.synapticdigital.com), powered by Synaptic Digital. Content is available in HD, broadcast, and streaming-quality formats, including PAL and NTSC, and can be downloaded utilizing the industry’s fastest download technology.
Kia Motors Corporation (www.kia.com) -- a maker of quality vehicles for the young-at-heart -- was founded in 1944 and is Korea's oldest manufacturer of motor vehicles. Over 2.1 million Kia vehicles a year are produced in 13 manufacturing and assembly operations in eight countries which are then sold and serviced through a network of distributors and dealers covering 172 countries. Kia today has over 44,000 employees worldwide and annual revenues of over US$20 billion. It is the major sponsor of the Australian Open and an official automotive partner of FIFA -- the governing body of the FIFA World 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.