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Kia Canada Inc. has launched a new national marketing campaign built on the new “Drive Change” platform that focuses on the evolution of the brand, its vehicle portfolio and the company’s commitment to social responsibility.
The effort marks the first brand campaign from David & Goliath and Innocean Worldwide Canada, since the agencies took over the account from Publicis late last year, and includes television commercials, billboards, cinema, print and online.
Drive Change is about “thinking big, no matter how small you start,” reads a paragraph on the Kia-branded YouTube channel.
“It’s what took us from our first bicycle in 1951 to our first car in 1971. And it’s why we obsess over every stitch, rivet and feature seen in the vehicles we make today.”
The sentiment is echoed in a 30-second TV commercial that uses a mix of stock images and shots of different Kia models.
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Two other ads use time-lapse to show volunteers and Kia employees making improvements to a basketball court at a youth shelter and a housing complex’ vegetable garden in the Greater Toronto Area. The Kia Soul and Sorento are used to haul the volunteers and their equipment.
“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 and chief operating officer, Kia Canada Inc., in a release.
“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,” she said.
