Kevin Baldwin
Copywriter at Technique
London, United Kingdom
TitleFool Britannia? Other Car Manufacturers Have Been Doing It For Years
Agency
Campaign Fool Britannia? Other Car Manufacturers Have Been Doing It For Years
Advertiser Kia Motor Corp.
Brand Kia
Product Range
Story The ad uses very simple photography of the car because the key message is in the copy. The ad feeds off an extremely topical news story so the art-direction is simple and elegant so as not to interfere with newsworthiness of the headline. This brilliantly plays off the British national anthem, 'Rule Britannia'.The Kia branding is achieved through the use of the familiar key line and logo.
Philosophy Kia had laid the foundations in their pricing structure (by realigning their prices by 13% across the range) for the agency to create a campaign that blisteringly attacked their fellow manufacturers. By breaking ranks on what had been termed a pricing conspiracy by consumer groups, Kia were able to run advertising that touched a vein with disaffected car owners across the UK.
Problem When Kia re-launched into the UK in 99 they faced some near insurmountable barriers to trail amongst the UK car buying public. Brand awareness was minimal, the product range was unexceptional . . . but they were exceedingly cheap. Cheapness, however, is no foundation upon which to build a longterm brand. Rather Kia, working alongside their ad agency, positioned their cars as extraordinary value-for-money by exploiting the scandalous pricing disparity between UK and continental car prices.
Media Type Newspaper
Creative Director
Copywriter
Art Director

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