International news: Kia breaks new global campaign
Kia Motors of Seoul, South Korea has launched a new global brand campaign called "Inspired by What You Like. Kia, the Power to Surprise." The campaign consists of television commercials and social media activities. The TV creative features tennis player and Kia spokesperson Rafael Nadal. The digital component initially takes the form of a quiz on the company's Facebook page during which consumers are asked to "Guess What Nadal Likes." Two winners who submit the most correct answers will receive trips for two to the 2012 Australian Open tennis tournament. A second phase of the campaign will seek to raise awareness of the company's commitment to environmental sustainability. During a third phase, Facebook visitors can control the story in an interactive video depicting a Kia "Like Lab" where researchers take user input to create new car designs. The digital campaign will run until Jan. 31, 2012 in English, French, German, Italian, Spanish, Portuguese and Arabic. "Through our new global brand campaign, we want to pay tribute to our fans around the world for the strong interest and loyal support they have shown in the Kia brand and our cars," said Tae-Hyun Oh, chief operating officer at Kia Motors. "We are truly inspired by them, and their voices motivate us to challenge the norm and drive innovation. We want what they like to be reflected not only in our products but in the way we do business."