Kia Canada breaks launch campaign for Soul
Automaker Kia Canada began a national campaign yesterday for a new vehicle called the Soul. The initiative, developed by Publicis Canada of Toronto, consists of three 30-second television commercials supported by newspaper and magazine ads, dealership materials and an out-of-home ad in Montreal. The company also conducted a two-week teaser campaign leading up to the official launch. The three teaser ads depicted faces looking through a car window. Each full commercial expands on one of the teasers. The ads also direct viewers to a website at <http://www.peerintoasoul.ca>. Another part of the campaign is a series of online promotions conducted in association with Canwest and tied to the new season of the program 24. "Soul presented a unique opportunity to engage audiences with powerful storytelling and a viral aspect typically generated by Internet content," said Pat Pirisi, creative director at Publicis. "By challenging the archetypal notions of what a car ad should be, we not only created intense interest on the airwaves but sustained it online in a meaningful way." Media planning was handled by Zenith Optimedia.