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Kia Canada begins Drive Change campaign

Mississauga-based automaker Kia Canada has begun a national marketing campaign called "Drive Change." The initiative focuses on the evolution of the Kia brand, promotes its current line of vehicles and seeks to make an emotional connection with Canadian consumers through its social responsibility activities, according to the company. The campaign consists of four television commercials, as well as online, billboard, cinema, newspaper and magazine advertising. The campaign also makes use of social media websites including Facebook, Twitter and YouTube. The campaign, developed by Innocean Canada and David & Goliath, will run for a year. "The campaign clearly identifies our new world class automotive design attributes while at the same time reflecting Kia Canada's ongoing commitment to help local communities," said Maria Soklis, chief operating officer at Kia Canada. "Drive Change will be the conduit to heightening our brand awareness by reaching out to establish an emotional connection with consumers through both traditional and social media, thus differentiating Kia from other automotive manufacturers." The first two TV ads use time-lapse photography to depict Kia employees and other volunteers refurbishing a basketball court at a youth shelter and repairing the grounds of a community housing complex.

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