Kia Motors launched a 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, the digital campaign will be focused on social media 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 digital campaign will be rolled out in three phases on a worldwide Facebook page and will include a social media quiz, a CSR programme and a semantic interactive social movie.
To bring the brand closer to consumers worldwide, the campaign is being launched in seven different languages. The digital campaign on Facebook will run until 31 January, 2012, with content available in English, French, German, Italian, Spanish, Portuguese, and Arabic.
