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Kia
Kia Soul Takes on Scion xB & Nissan Cube

RAN IN: United States

CLIENT
Kia Motors America

Michael Sprague, Vice President, Marketing
Tim Chaney, Director, Marketing Communications

AGENCY
David&Goliath, LLC *Lead Agency

David Angelo, Chairman, Chief Creative Officer
Colin Jeffery, Executive Creative Director
David Measer, Strategic Planning Director
Brook Dore, Group Account Director
Jill Jagger, Management Supervisor
Elissa Pate, Account Supervisor


Initiative

Fred Sattler, Managing Director
Cynthia Jensen, SVP, Media Operations


Innocean Worldwide


SUMMARY

In the "boxy" segment, two Goliath nameplates ruled supreme: Scion xB (owned by Toyota) and Nissan Cube. When Kia launched Soul, their entrant to the "boxy" segment, they needed to start a conversation with a younger audience than they ever had before. But establishing a contemporary identity wasn't enough; Soul would need to de-position bigger-spending Scion and Nissan. Soul's "A New Way to Roll" embedded itself squarely in popular culture, connected with a whole new audience, sold the cars, and ended up dominating the "boxy" car market.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH, PR, Cinema, Events, Consumer Involvement, Sponsorship

Audience: Connect with a new audience,Launch or relaunch a brand/product,Have a david take on a goliath, Speak to Young Men,Speak to Young Women

Type: Business to Consumer

Classification: National

Language: English