Simply put, because Kia is “America’s Best Value.” The campaign spots eschew sales techniques like free donuts and showrooms stuffed floor-to-ceiling with balloons in favor of two elementary school aged children as sales people. The spots show that Kia’s message is so simple that even a child can explain it.
Currently running on national and cable networks nationwide, the two children featured in the campaign made a special appearance on a recent episode of ABC’s “Jimmy Kimmel Live!”.
Set in a simple and elegant Kia dealership, the spots feature a practical and pragmatic young lady and her brother, who with his flair for showmanship, is her polar opposite. In each of the seven ads, the young sister is the measured voice of reason, while her brother wants to go big, really big. She calmly explains to him that the gimmicks aren’t necessary as long as they highlight the various reasons why Kia is the better choice, including the brand’s 10-year/100,000-mile limited warranty1. Other elements of the campaign include digital, social, point-of-sale, in-cinema and outdoor, highlighting Kia’s most popular vehicles including Forte, Optima, Sportage, Soul and Sorento.
“This campaign is not about glitz or glamour or fast cars racing down winding mountaintop roads, it is about the core of what the Kia brand is known for – great cars with a great warranty. It’s just that simple,” said Saad Chehab, vice president, marketing communications, Kia Motors America. “The star of this campaign is the brand itself; we don’t need loud or over the top campaigns, or complicated productions – we’re presenting the true brand message, not distractions, so the brand speaks for itself.”