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Kia Motors
Share Some Soul

RAN IN: United States

CLIENT
Kia Motors America

Michael Sprague, COO & EVP, Sales and Marketing

AGENCY
David & Goliath *Lead Agency

David Angelo, Founder and Chairman
Brian Dunbar, President
Seema Miller, Chief Strategy Officer
Colin Jeffery, Chief Creative Officer
Andrew Lynch, Planning Director
Ed Gibson, Sr. Planner
Jeff Moohr, Managing Director
Mike O'Malley, Group Account Director


SUMMARY

For seven years the Kia Hamsters have proven their ability to drive sales, help grow the Kia brand, and capture the public imagination at the same time. The Soul has grown from 0 to 90% segment share, decimated its boxy rivals, and become a top seller in Kias portfolio. The Hamster TV commercials were twice named Nielsens most effective automotive ad. Theyve evolved with culture, collaborating with emerging music artists, integrating video games and online contests, and by doing so have made the Soul a key component of Kias growth.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;CINEMA;CONSUMER INVOLVEMENT/USER GENERATED;ECOMMERCE;EVENTS;INTERACTIVE/ONLINE;PR;SOCIAL MEDIA;SPONSORSHIP;TV;PRODUCT PLACEMENT

Audience: Millennials

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English