Kia Motors Nathanael Johnson Red Nixon.  Kia  Founded in 1944  Oldest South Korean car manufacturer  U.S. Appearance  First appeared in USA under.

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Presentation transcript:

Kia Motors Nathanael Johnson Red Nixon

 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. “to arise from Asia”

 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”

 Old Grille  New Grille

 Integrated marketing campaign  Idea incorporates digital, print, social media and in-dealership components  Included teaser and 1:00 spotsteaser1:00  Ads still airing  Making of ad Making

 Online contest Online contest  Interactive Website  5 car give away  Must Answer Question  Answers from Website, social media and finally the 1:00 minute ad

 “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,”

 Television Advantage  Coverage, captivity and attention  Teaser Ads  Excites Curiosity  The Role of the IMC on the marketing Mix  Branding  Image

 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  Duncan. "Kia at Super Bowl with One Epic Ride." The Inspiration Room. 7 Feb Web. 15 Feb  "Facelifted Kia Pro_cee’d with “Tiger Nose” Leaked!" Paul Tan's Automotive News. Web. 15 Feb  "Kia." Kia Showroom | Cars, SUV’s, Commercial Vehicles | KIA Motors South Africa. Web. 15 Feb  ONE EPIC CONTEST - Presented by the Kia OPTIMA. Web. 15 Feb  "YouTube Kia Optima: One Epic Ride -- The Making of a Seriously Big Commercial with Extra Footage!" YouTube - Broadcast Yourself. Web. 15 Feb