Using an ‘out of the mouths of babes’ approach to marketing, Kia is using an all-child cast to explore the benefits of electric car ownership. It’s like the Vauxhall ‘Little Dads’ campaign, rebooted for a new generation.
The Korean brand hopes that the six-week campaign will appeal to families, while answering some of the EV questions adults are too afraid to ask. Well, it’s often the child who helps the parents with the set-up of household electronic devices…
“Sky Media will be the perfect partner for our brand,” said Jane Fenn, head of brand communications at Kia.
“Being able to amplify our wide range of electric and alternative fuelled models across such a broad scale of media will ensure that our electric credentials are seen by a wide range of consumers that are a sure fit within our target demographic.”
Kia offers all-electric, plug-in hybrid and self-charging hybrid versions of the Niro, and is taking orders for an all-new Soul EV, which promises a range of up to 280 miles. It will cost £33,795 after the government’s plug-in car grant.
The three-minute film will be available on demand and will be supported by social media, traditional TV advertising and digital display marketing.
It’s not the first time Kia has teamed up with Sky Media to raise brand awareness. Following broadcast sponsorship of Sky Sports Cricket, Kia saw a 21 percent increase in spontaneous awareness of the brand, with 38 percent of viewers indicating a purchase intent to buy a car.
The challenge was to change the brand perception that lagged behind reality, with consumer insight suggesting that many people saw Kia as a company offering low-priced small cars.
If consumers think the kids are alright, Kia could find that shifting electric cars is child’s play.