Kia launches full marketing campaign to enhance brand image

Article by Anita Panait, on January 10, 2013

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.

Topics: kia, advertising

If you liked the article, share on:


Login or Create new account to add a comment!


It wasn’t too long ago when Maserati took the wraps off what appears to be the most gorgeous concept coupe ever made. The Alfieri coupe premiered at the 2014 Geneva...
by - October 23, 2016
Many have been excited with the impending arrival of the next-generation Jeep Wrangler and the new 2019 Jeep Grand Wagoneer, which is slated to be the brand’s new range-topping model....
by - October 21, 2016
Chevrolet has taken the wraps off its new Chevrolet Colorado ZH2 at the fall meeting of the Association of the United States Army (AUSA). Tagged as the most extreme fuel-cell-powered...
by - October 21, 2016
Honda has unveiled the fifth generation of its hot-selling SUV – the 2017 Honda CR-V. The latest iteration of the CR-V should help it maintain its benchmark status in the...
by - October 21, 2016
Many are already expecting BMW to launch an ultra luxurious SUV that will serve at its new flagship by late 2018. Larger than the X5 and X6, the new X7...
by - October 21, 2016