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Kia clearly feels launching new car models is Publicis’ forte.
The Korean automaker is introducing the Forte, its second new model of the year, with an advertising campaign from the Toronto office of its Canadian agency of record.
The integrated campaign for the four-door sedan began Thursday with three 15-second TV spots, in French and English, showing characters trying things they aren’t very good at with the humorous realization the activity isn’t their forte (see right).
The ads direct viewers to MyKiaForte.ca, and the campaign includes newspaper, full-page trade magazine executions, outdoor and in-dealership point-of-sale materials. One-day takeovers of both Yahoo and Sympatico are planned for May with banners running on key automotive sites.
One of the challenges with launching a compact sedan is the market is already crowded and the target is very broad, from young families to retirees, said Duncan Bruce, managing partner, executive vice-president and creative director, Publicis Toronto.
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Using “Forte” as the platform for the creative should quickly translate into increased awareness of the nameplate, he explained.
The goal was to come up with “pure launch spots… Fifteen-second quick hits that get the car, the nameplate and the company emblazoned in consumers’ minds while having a bit of fun.”
The brand spots will soon be followed with extensive retail and pricing creative.
“We feel the campaign’s sense of humour across all mediums will generate interest and raise awareness of the Kia brand,” said Mark McCash, Kia Canada’s national marketing manager, in a release.
The TV spots were produced and directed by Steam Productions, with ZenithOptimedia handling the media buy.
