Kia's "One Epic Ride" Super Bowl Ad a Success [w/VIDEO]

[Source: Kia]

Hyundai Wants You To Snap Out Of It With Its Super Bowl Commercials [w/VIDEO]

In what Hyundai likes to call “a group therapy session,” the automaker’s Super Bowl Ads to air for the first time during the Big Game on February 6 will comprise three TV spots aimed at brainwashing consumers into turning their attention towards the company’s 2011 Elantra and Sonata Hybrid models.

Specifically, Hyundai will begin promoting the new Elantra with a spot called "Hypnotized", followed by a healing session with an ad called "Deprogramming". These two will be followed by a third spot starring the 2011 Sonata Hybrid, titled “Anachronistic City”.

“Both offer the all-new 2011 Elantra as treatment for the malaise afflicting the long-suffering compact car shopper,” Hyundai says. “Hyundai marks its fourth consecutive year as a Super Bowl advertiser by deprogramming 100 million Americans tuned in to watch the game.”

The three spots are themed “Snap Out of It” and feature Hyundai's 2011 "New Thinking, New Possibilities" brand vision. Taken separately, Hypnotized will air in the game's first quarter, followed by Deprogramming in the third quarter, and ending with the Anachronistic City in the fourth.

"We love the Super Bowl's ability to transform over 100 million Americans into advertising aficionados, so we went with a playful theme that ties a marketing-driven conspiracy theory to our fresh take on the compact car segment, the 40-mpg Elantra," said John Krafcik, president and CEO, Hyundai Motor America. "Building from the first two Elantra ads in the AFC Championship Game, and 10 viral spots online right now, the Super Bowl shifts the campaign into top gear with what may be the biggest group therapy hypnosis session ever attempted."

[Source: Hyundai]

"Hypnotize"



"Deprogramming"



"Anachronistic City"

Kia Goes Full Force with Marketing for 2011 Optima

What do the Super Bowl, Times Square, and NBA arenas have in common? They are all places where you will find the 2011 Kia Optima. This New Years, look for the 40 foot by 20 foot digital billboard in Times Square advertising the all new Kia Optima. During the Super Bowl this year, look for the Kia Optima to be promoted in those famous ads which run during time outs and other station breaks. If you are a fan of the NBA, look for the Kia Optima in basketball arenas across the United States.

The Times Square billboard is expected to be seen by more than 1 million people every day. According to Michael Sprague, vice president of marketing and communications, "The Optima has been turning heads since its unveiling earlier this year, and its striking good looks will be right at home under the bright lights of Times Square beginning on New Year's Eve and continuing well into 2011."

[Source: Kia]

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.

Hyundai Launches "Uncensored" Marketing Campaign (w/VIDEO)

PRESS RELEASE: CONSUMERS STAR IN HYUNDAI “UNCENSORED” INTEGRATED MARKETING CAMPAIGN

Advertising Breaks July 1st; Online and Social Media Components Reinforce Consumers’ Authentic Response to Test Driving Hyundai Models

FOUNTAIN VALLEY, Calif., 07/01/2010 - Hyundai will launch a new integrated marketing campaign in July starring everyday consumers. In a mall tour spanning from Atlanta to Chicago to Los Angeles in May and June, Hyundai captured the unscripted, unedited remarks of drivers as they tested various Hyundai models. Those impromptu remarks highlight the Hyundai “Uncensored” campaign. A total of six new spots will be joined by digital, radio, social media, experiential, CRM and point-of-sale components as the campaign ramps up in July and runs through the end of August.

“Hyundai ‘Uncensored’ was born out of the insight that consumers are most influenced by other consumers, so we captured totally organic conversations from people inside our cars and packaged them into an integrated campaign,” said Chris Perry, vice president of marketing, Hyundai Motor America. “Going one step further, we’re giving consumers the opportunity to drive our cars and tell their friends about the experience through social media components of this campaign.

READ MORE for the full press release and two video commercials of the campaign.

The 30-second spots highlight Sonata, Santa Fe, Accent and Elantra as well as Hyundai’s full model lineup. Messages include the peace of mind provided by Hyundai Assurance including America’s Best Warranty and roadside assistance, design, value and Hyundai’s industry-leading fuel efficiency. Advertising will air on both cable and network television, and outtakes will be posted to Hyundai’s YouTube channel by mid-month. Hyundai’s adverting agency, Innocean Worldwide Americas, is responsible for the creative.

The experiential campaign focuses on two key strategies. First, 125 non-Hyundai sedan owners will be given a new 2011 Sonata to drive for 30 days. Their comments will be posted – unscripted and unedited – on Hyundai’s Facebook site. The second is a multi-city ride-and-drive which includes a video booth where consumers can film their drive impression and post video directly to their own Facebook page.

Hyundai Spends Big for the Oscars

Hyundai is slated to be the most high-profile automaker during Sunday's broadcast of the 82nd annual Academy Awards. But there's a twist, since strict rules for TV ads mean the Korean automaker can't use its usual pitchman: Jeff Bridges.

Bridges is a best-actor nominee for the movie Crazy Heart. But the Academy of Motion Picture Arts and Sciences prohibits actors who are in the show from participating in commercials during their part of the show. This was a bit of a problem, since Hyundai has eight ads scheduled for its new Sonata and Genesis sedans.

Filling in for Bridges by reading voice-over copy will be Kim Basinger, Richard Dreyfuss, David Duchovny, Catherine Keener, Mandy Patinkin, Michael Madsen and Martin Sheen.

"It took seven stars to fill the void, but we're excited about the cast we've lined up for Oscar night," said Joel Ewanick, Hyundai Motor America vice president of marketing, in a statement.

Each 30-second spot is valued at over $1.2 million, meaning the ambitious Korean automaker spent over $10 million in stealing the spotlight at this year's Oscars. Hyundai is in the second year of a three-year contract as the national automotive sponsor of the event.

Inside Line says: Hyundai takes center stage at what observers are

[Source: Hyundai]

USA: Hyundai to Spend Big on New Sonata Marketing

According to Automotive News, Hyundai Motor America is planning to spend about half its estimated $500 million to $550 million budget for 2010 on two redesigned vehicles: the Sonata and Tucson. Both are slated to go on sale in the first quarter of 2010. While the overall marketing budget is the same as that in 2009, Hyundai Motor America will spend more to introduce the redesigned Sonata than it has on any vehicle launch in the brand's history.

According to Joel Ewanick, vice president of marketing at HMA, Hyundai will spend about twice what it did for the Genesis luxury sedan in the summer of 2008 with the all-new Sonata mid-size sedan. Reports say Hyundai spent $80 million on the rear-wheel drive sedan. Hyundai Motor America is well aware of the success that comes with heavy marketing, as it especially realized this with the highly successful Assurance Program that allows buyers who lose their jobs to return cars within a year of purchase. Hyundai sales were up 1 percent last month in an overall market down 27 percent. The brand's 4.4 percent market share is a significant leap from the 3.1 percent last year.

With the completely redesigned Sonata, Hyundai plans to make a serious run at the Honda Accord, Toyota Camry, Chevrolet Malibu and Ford Fusion. The majority of the money will be spent on network broadcast and network cable TV, with a hefty share towards major sporting events like the Super Bowl. Hyundai will also spend big on the upcoming FIFA World Cup to be broadcast on ESPN, as well as continuing sponsorship of the Academy Awards. For the all-new Tucson, Hyundai will spend about the same as it did with the Genesis.

"The Genesis brought new, incremental customers, but the volume with Sonata and Tucson could be significant," Ewanick said.

[Source: Automotive News]