Corporate / Product
The Croods Hit the Road in Kia’s Stylishly New Carens March 22nd, 2013
Get ready to hit the open road with The Croods, as Kia Motors Corporation and DreamWorks Animation SKG, Inc. join forces for a promotional campaign in support of the all-new Kia Carens and DreamWorks Animation’s upcoming 3D comedy adventure. At the campaign’s centerpiece is an original co-branded short video titled “Meet the Carens” featuring the world’s first modern family, The Croods, and the all-new Kia Carens compact multi-purpose vehicle (MPV).
The promotion kicks off an integrated marketing campaign that will span 25 markets worldwide* and reach consumers through print, outdoor, online and television media and extensive in-dealer activation. The goal of the campaign is to highlight the stylish and modern family appeal of the all-new Kia Carens using the colorful setting, fun and adventure of The Croods which made its worldwide debut on March 13th.
The all-new Carens made its world-premiere at the Paris Motor Show in September 2012 and is designed to meet the needs of modern families – from all eras. It features sleek aerodynamics, a cab-forward design that ensures generous interior space with a choice of five or seven seats (perfect for a big extended family like the Croods), and a broad range of convenience and safety features.
“We are proud to be partnering with DreamWorks Animation for this campaign. The Croods characters are a perfect fit for our seven-seater Carens, and we believe they can convey the modern family charm of our MPV in a fun and distinctive way,” said Scott Woo, general manager of overseas communications at Kia Motors Corporation.
Created by DreamWorks Animation and Kia Motors’ advertising agency Innocean Worldwide in collaboration with The Croods’ filmmakers, “Meet the Carens” takes viewers on a Carens powered getaway ride with the Croods as they escape the wrath of a Bearowl, one of many imaginative creatures featured in the film. For music fans, the video features a re-mix of “Shine Your Way” by Owl City which is an original song composed for The Croods.
“The Croods whisks audiences away on the world’s first family road trip, and the Kia Carens is the perfect vehicle to take families on adventures of their own,” said Sheila Clarke, DreamWorks Animation’s Head of Global Promotions. “The ‘Meet the Carens’ campaign takes a playful and innovate approach to conveying both companies’ message of family and fun.”
Apart from the online custom video, Kia will unveil a 30-second TV spot in celebration of “The Carens and The Croods” campaign. The spot was designed to look and feel similar to the world of the “The Croods” and will make its broadcast debut closer to the Carens’ sales launch. A 60-second spot will also run in theaters across markets where the Carens is sold. Once live, both spots will be available on Kia Motors YouTube channel.
*The all-new Kia Carens will be available in Canada (where it is known as the Kia Rondo), Europe, Central and South America, the Caribbean, Asia, the Pacific, Middle East and Africa.
For more all-new Carens image, check out our previous posting from Paris Motor Show:
Watch this exciting trailer featuring The Croods family and Kia’s all-new Carens