Kia hamsters coming back for a new marketing campaign

Article by Christian A., on July 31, 2012

Kia has launched the fourth addition to its popular marketing campaign of animated hamsters for the Soul. In the TV spots, the hatchback was driven by hamsters in hip-hop gear. Kia launched the Soul’s marketing in 2009. According to Michael Sprague, Kia's exec VP-marketing and communications, its sales have been higher by 78% since 2008 due partly to the campaign’s success.

Sprague made these statements at this week’s Ad Age's Small Agency Conference. Furthermore, Kia is planning to release a new version of the Soul compact car in 2013. However, it has not been announced yet what countries it will be available in. The Soul is produced in Korea. Kia is the No. 2 model in the U.S. in terms of sales in the first half of 2012.

Sprague said that Kia is a brand that now aims to be a challenger. It said that the Soul has become very successful due partly to its agencies and how it has become attractive to Gen Y, or millennials, its target demographic.

To target millenials, the company has built its campaign on four pillars of their lifestyles -- music, sports, pop culture, and "connected life," which includes a link to technology as well as close ties to friends and family. Sprague said that Kia aims to transform the hamsters into icons. To accomplish that, it aimed to connect the giant rodents to "music, fashion and pop culture." When it comes to music, the marketer used the song "This or That" by hip-hop duo Black Sheep in one of the spots.

Topics: kia, advertising

If you liked the article, share on:

Pin It

Comments

Recommended

After making its debut at the Paris Motor Show last year as a concept car, the Trezor by Renault managed to bring home the 2016 Concept Car Design Of The...
by - March 23, 2017
We can already smell success for Opel, even if it had only recently inked its marriage with the PSA Group. The Insignia, being one of Opel’s best selling cars of...
by - March 23, 2017
The German automaker Volkswagen is now racing against time to come up with electric vehicles that will be able to pass Europe and China's stringent emission standard. The car company...
by - March 22, 2017
In the last few years, the advent of compact sedans and crossovers has become quite overwhelming. Even two of the major manufacturers that “started it all” have to admit that...
by - March 22, 2017
By 2020, Audi will be throwing out not just one but three fully-electric vehicles. One of which will be pitted against the BMW i8. This new information was revealed by...
by - March 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries