Kia Financial year sale TV Commercial May 24th, 2011
In Australia June 30th is recognised as the End of Financial year. Traditionally this time of year is characterised by categories turning their advertising budgets to retail offers and sales events. This in turn floods the market with discount messaging, retail advertising and price ‘shouting’ which makes grabbing people’s interest in various advertising channels difficult and expensive.
When developing the retail strategy for this period, which has historically been good to Kia in terms of inquiry and sales, we realised that outshouting the crowd was not a viable option. We had to find a way to punch above our weight and create a campaign that cut through the traditional end of financial year noise. As a challenger Kia has permission to do things a bit differently and we brought this thinking to our retail advertising. Kia and Innocean Australia developed a campaign based on the thinking ‘Kia. Now that makes perfect sense.” The positioning gave us a platform to produce surprising communications that engages, entertains and at the end of the day drives traffic. This initial retail campaign is just a small taste of where we would like to take the brand.
Enjoy the video!
We also have the ads on our website. www.kia.com.au – FYI.