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Kia Motors Nathanael Johnson Red Nixon. One Epic Ride. Kia. “to arise from Asia” . Kia Founded in 1944 Oldest South Korean car manufacturer U.S. Appearance First appeared in USA under Ford name In 1994, first release under Kia name in Portland, Oregon USA plant: West Point, Georgia. .

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Kia motors nathanael johnson red nixon

Kia Motors

Nathanael Johnson

Red Nixon

One Epic Ride


Kia

“to arise from Asia”

  • Kia

    • Founded in 1944

    • Oldest South Korean car manufacturer

  • U.S. Appearance

    • First appeared in USA under Ford name

    • In 1994, first release under Kia name in Portland, Oregon

    • USA plant: West Point, Georgia.


Kia image
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”


The grille facelift
The Grille Facelift

  • Old Grille

  • New Grille


One epic ride
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
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
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
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
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>.


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