KIA BEGINS SPRING CAMPAIGN
By Adnews Staff
Kia Canada of Mississauga has begun a retail promotion called "Test-a-Kia" that is intended to persuade car shoppers to consider a Kia before making a purchase. The campaign consists of three television commercials in English and French, plus newspaper advertising, created by Publicis Canada. This is the agency's first major effort for Kia since winning the account last month. The commercials, each of which focus on a specific Kia model, contrast a calm explanation of the car's attributes with a humorous example of car dealership hype. The first ad describes the Kia Magentis four door sedan as possessing "style and performance, for thousands less." The spot later depicts a chainsaw sculptor in a showroom setting. The other two spots will be released later this month in support of the five-door Rio and the Sedona minivan. "Historically, Kia has taken a humorous approach in their communications," said David Daga, senior writer at Publicis Canada. "While the campaign maintains Kia's personality, the humour is used to bring a message of quality to the forefront." The campaign will run until June 15.