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Kia
Kia Founded in 1944 Oldest South Korean car
manufacturerU.S. Appearance
First appeared in USA under Ford name
In 1994, first release under Kia name in Portland, Oregon
USA plant: West Point, Georgia.
“to arise from Asia”
Kia Image
Core Future Growth Engine Peter Schreyer the Chief Design Engineer Previously worked for Audi & Volkswagen
Tiger Nose A new grille feature A literal brand for the company Fit with new brand image idea
“In the past, the Kia cars were very neutral. When you saw one on the road, you didn’t really know if it was Korean or Japanese…I think it’s very important that you are able to recognize a Kia at first sight”
One Epic Ride
Integrated marketing campaign Idea incorporates digital, print,
social media and in-dealership components
Included teaser and 1:00 spots Ads still airing Making of ad
One Epic Contest
Online contest Interactive Website 5 car give away
Must Answer Question Answers from Website, social media
and finally the 1:00 minute ad
One Epic Idea
“We crafted our Super Bowl advertising campaign to engage consumers before, during and after the game, and with anticipation building this week for our blockbuster spot featuring aliens and Poseidon we have posted it online for fans and curiosity seekers to get a sneak peek before Sunday,”
One Epic Class
Television Advantage Coverage, captivity and attention
Teaser Ads Excites Curiosity
The Role of the IMC on the marketing Mix Branding Image
Thank You!
Works Cited Bridges, Tony. "Kia Super Bowl Commercial: One Trippy Adventure and an
Epic Contest - National Commercials | Examiner.com." National News, National Information, National Events - Examiner.com | Examiner.com. Web. 15 Feb. 2011. <http://www.examiner.com/commercials-in-national/kia-super-bowl-commercial-one-trippy-adventure-and-an-epic-contest>.
Duncan. "Kia at Super Bowl with One Epic Ride." The Inspiration Room. 7 Feb. 2011. Web. 15 Feb. 2011.
"Facelifted Kia Pro_cee’d with “Tiger Nose” Leaked!" Paul Tan's Automotive News. Web. 15 Feb. 2011. <http://paultan.org/2010/12/30/facelifted-kia-pro_ceed-with-tiger-nose-leaked/>.
"Kia." Kia Showroom | Cars, SUV’s, Commercial Vehicles | KIA Motors South Africa. Web. 15 Feb. 2011. <http://www.kia.co.za/default.asp>.
ONE EPIC CONTEST - Presented by the Kia OPTIMA. Web. 15 Feb. 2011. <http://www.oneepiccontest.com/>.
"YouTube - 2011 Kia Optima: One Epic Ride -- The Making of a Seriously Big Commercial with Extra Footage!" YouTube - Broadcast Yourself. Web. 15 Feb. 2011. <http://www.youtube.com/watch?v=j_vAvbbtcIM>.