LOS ANGELES Kia Motors America's vice president of marketing aims to be the Founding Father of a car owners "bill of rights," according to the company.
The automaker's fall campaign kicks off next week with a Web microsite, print ads and four TV spots, all through independent davidandgoliath, Los Angeles. The site features a contest to win a Kia in which contestants will submit video "automotive bill of rights" ideas, said Ian Beavis at the Irvine, Calif., headquarters.
The Web site (autobillofrights.com) will be one of the first major efforts of dngIdeation, the agency's new integrated marketing arm [Adweek, July 11].
"We're trying to increase awareness and familiarity with Kia products, and that means a fully integrated campaign with a brand connection to the consumer," Beavis said. "It's not an overarching brand campaign, but about individual products that feed back to the brand, using connective tissue irrespective of media."
Four spots launch next week under the "Spreading the word" campaign umbrella, Beavis said. Six additional commercials are currently in production. Spots featuring the Sedona minivan, Sportage SUV, Amanti sedan and Specta compact and hatchback will feature a man appearing at a soccer game, a nightclub, an office building and at a triathalon, to declare a "bill of automotive rights" to captive crowds. Using a microphone, he tells them that "a beautiful, well-built car is no longer a privilege, it's the entitlement of our age."
The spots "set up the idea of a Kia brand advocate who goes to unlikely places and helps them think about their automotive choices," Beavis explained. "The [ads] are a little tongue and cheek. We haven't moved far from who we are."
Beavis said the ad budget is "healthy" but doesn't equal many of Kia's rivals, and thus has "to be smarter and more efficient with each piece of communication reinforcing the others." Kia spent $280 million advertising in 2004, per Nielsen Monitor-Plus, compared to Honda's $570 million, Toyota's $735 million and Nissan's $860 million. Beavis declined to state the 2005 budget.