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:

Comments

Recommended

The BMW 7 Series is already highly sought after but nonetheless, the German marque is giving it a more exclusive variant for the Russian market, and they are calling it...
by - October 20, 2017
Several automakers including Porsche, Volkswagen, Smart and even Land Rover have all been victimized by cheap Chinese copycats. And if you haven’t seen it yet, the most recent one would...
by - October 20, 2017
The Mercedes-Benz G-Class has been around for quite some time now but to bid it farewell, the company has launched the Mercedes-AMG G65 Final Edition. Mercedes will only build a...
by - October 20, 2017
Have you ever wondered what you can you buy with $9,365 in your pocket? Well, you have quite a lot of options. In fact, you can even purchase a used...
by - October 20, 2017
The Audi A7 Sportback, whether you would like to call it a sportback or a four-door coupe, has always been a beautiful car. And this week, the 2019 model year...
by - October 20, 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