Kia Motors (UK) Limited is launching, on January 9, 2013, a full marketing to campaign to further improve the public image of the Kia brand. The campaign – which will be seen on television, in the press, online, and outdoors as well as in cinemas – draws on the awards that Kia received in 2012. The awards include the ‘Best Car Manufacturer of 2012’ accolade as well as the ranking received by the Kia Sportage from JD Power in its 2012 survey.
The Kia Sportage was ranked as the most satisfying car to own. Kia’s advertisement will carry the tagline, ‘Cars which speak for themselves, customers who speak for us.’ It uses an animated keyboard wall as a metaphor for the thousands of customer reviews, thereby creating different backgrounds and visuals that emphasize the carmaker’s highlighting the new range of cars. With the ad, Kia becomes the first carmaker to publish genuine, unfiltered owner reviews – making itself accountable to its customers.
Partnering with Reevoo -- an independent third-party review web site – since Spring 2012, over 3,000 customer reviews of Kia vehicles have been posted on the company’s site, with an average product satisfaction rating of 9/10. The site also encourages interested buyers to ask current owners of Kia vehicles questions.
Lawrence Hamilton, Marketing Director at Kia Motors UK Ltd., remarked that after speaking with consumers, it became clear that customer advocacy and peer-to-peer recommendations have become important, especially for costly goods with longer purchase cycles. Hamilton noted that their seven-year warranty is an expression of confidence in the quality of their new vehicles. He added that what real owners say about Kia vehicles is more convincing and compelling than what they say as a brand.