Kia Canada Launches "Drive Change" National Marketing Campaign
PRESS RELEASE: Kia Canada Inc. launches industry-first national marketing campaign - 'Drive Change'
- 'Drive Change' reflects how Kia is leading change in the automotive
industry through its world class design
- 'Drive Change' also signifies Kia's commitment to impact change by
helping to improve communities in Canada
MISSISSAUGA, ON, July 21 /CNW/ - Kia Canada Inc., a maker of quality vehicles for the young-at-heart announced today the industry-first, 'Drive Change' national marketing campaign. The campaign will focus on the evolution of the Kia brand, showcase its new world class design-led portfolio while reaching out and creating an emotional connection with Canadian consumers through its most recent commitment to social responsibility.
"We have worked very closely with our marketing partners, Innocean Canada and David & Goliath to develop an innovative and compelling campaign. The campaign clearly identifies our new world class automotive design attributes while at the same time reflecting Kia Canada's ongoing commitment to help local communities" said Maria Soklis, Vice President & Chief Operating Officer (COO) Kia Canada Inc. "Drive Change will be the conduit to heightening our brand awareness by reaching out to establish an emotional connection with consumers through both traditional and social media; thus differentiating Kia from other automotive manufacturers."
Kia Canada has invested in an integrated media campaign that involves the production of four television spots, prevalent on-line positioning, strategically placed bill boards, cinema presence, newspaper and magazine.
[Source: Kia Canada]
READ MORE for the second video of the campaign (feat. the Sorento) as well as the complete press release with more information.
Kia Canada is also revealing dedicated Facebook (www.facebook.com/kiacanada), Twitter (www.twitter.com/kiadrivechange) and You Tube (www.youtube.com/kiacanada) outlets. These channels document the step-by-step creation of the 'Drive Change' campaign and will serve to provide communication moving forward. This provides Kia with a unique and creative way to reach out to consumers.
The two-initial television spots for 'Drive Change' were captured recently over two, fifteen-hour sessions through time-lapse technology. These spots document life changing improvements for two different groups through the support of volunteers, Kia Canada Inc. employees and the use of Kia vehicles - Soul and Sorento.
The first television spot was captured at the Second Base Youth Shelter in Scarborough, Ontario which underwent a major basketball court restoration for the shelter residents. The court was virtually unplayable. As a result, Kia Canada completely refurbished the court and surrounding area including court surface, basketball nets, player's benches and gardens.
The second television spot was filmed at the Gilder Avenue location of Toronto Community Housing. This location was also in immediate need of a grounds restoration at the complex. Improvements made were the direct result of the resident's feedback and included the implementation of a common green space sitting area, sustainable vegetable gardens and a sectioned-off disposal area with wheel chair access.
Kia is inspiring and propelling change by differentiating themselves from other automotive manufacturers as a dynamic and youthful brand that is community conscious and responsible.
The next phase of brand evolution will witness the launch of the 2011 MY Sportage as well as three additional vehicles over the next twelve months. Kia is emerging as one of the world's top automotive companies and recently surpassed one million sales worldwide through the first six months of 2010.
The mandate of Kia Motors Corporation is to continue to strengthen and grow its global presence while maintaining a strong social consciousness. Toward this end, Kia Motors is implementing a variety of international and local community based programs aimed at developing long-term, economically and culturally sensitive relationships across its global network through universally shared interests such as sports, environmental, health and education issues.
