The campaign will focus on the brand instead of its individual vehicles and will break on TV screens on Sunday (17 January). Kia has offered the warranty on its European-built cars for the past three years and is now extending across all its ranges.
Press ads, online roadblocks and homepage takeovers will back TV activity and the marque will also use large format outdoor ads close to dealerships. Innocean Europe and David & Goliath have created the ads. Media planning and buying is by Media Planning Group (MPG).
Kia UK general manager of marketing communications Lawrence Hamilton says: “This is a statement of confidence from Kia. We want our brand to have the same respect and appeal across all our vehicles, so we are switching the focus from product to brand. It is the largest brand campaign we have embarked on.”
According to the Society of Motor Manufacturers and Traders, Kia sold 50,637 new cars in 2009.
MPG says that following the high impact launch, it will target activity to “provide reassurance and drive consideration among potential new car buyers”. The initial TV ad will run for six weeks.