| Title | New with the Kia Carens. Something to defend yourself with. |
| Agency |
Mustoes
|
| Campaign |
Carens launch - Kia Cars
|
| Advertiser |
Kia Motors
|
| Brand |
Kia
|
| Posted | July 2000 |
| Product |
Carens
|
| Business Sector | Cars
|
| Story | This ad promotes the particular 'Responsible Motoring' initiative that underpinned the launch of the Carens mini MPV in the UK. Kia went into partnership with the RAC to create a co branded Risk Avoidance Programme for purchasers of the Carens. This course had never before been available to private purchasers despite making the driver three times less likely to have an accident! |
| Philosophy | Position Kia as the responsible car manufacturer. Car ownership in the UK is so prevalent that driving is rarely the pleasure it once undoubtedly was. The whole issue of sustainable transport methods and lessening our dependency on the car is set to dominate both the headlines and the public consciousness for years to come. With this in mind Kia encourages its drivers to re-appraise their relationship to the car. On a corporate level Kia sponsors a variety of initiatives, local and national, that look to foster a more balanced relationship to our cars. |
| Problem | Create a long-term point of difference for a budget brand from Korea in a marketplace that boasts over fifty other car marques and spends over 900 million a year on above-the-line advertising alone. |
| Media Type |
Newspaper
|
| Market | United Kingdom |
| Creative Director |
John Merriman
|
| Copywriter |
Rosie Elston
|
| Art Director |
Dean Hunt
|
