Kia has launched a new advertising campaign that will focus on the Spectra and Sportage's noteworthy fuel efficiency. Via davidandgoliath, the automaker will introduce two commercials highlighting the aforementioned cars and its fuel consumption levels. Kia has just completed the running of the TV ads in which drivers pull up to the wrong side of fuel pumps, presumably because they fuel up their Kias so rarely.The new campaign will commence Kia's spring sale. In addition to the TV spots, the automaker will showcase advertisements in radio channels, prominent websites, and 15 major daily newspapers. In one spot, it boasts the Spectra's 32MPG rating and touts that it is $2000 less than a Toyota Corolla. Another spot boasts the $6000 difference between the Kia Sportage and a Toyota RAV4 - an amount that is comparable to a whole year's worth of groceries.
"This latest effort is well timed considering the state of the economy," said Tim Chaney, director of marketing at Kia, Fountain Valley, Calif. "It's not all doom and gloom, in fact we believe the opposite," he said. "We are in a good position to leverage our natural equity, and that is quality, fuel economy and a good warranty. People are still shopping for cars, albeit less than before, and we are in a good spot."
Chaney stated that while other automakers are reducing their budgets reserved for media advertising, Kia will be increasing it by 30%. Kia also plans to launch a full-scale campaign on its newest model, Borrego. Slated to go on sale this summer, heavy marketing blitz surrounding the car including a ride-and-drive tour will begin this month.
[Source: Adweek]
