Marking Kia’s 7th straight year commercial spot appearance in Super Bowl, KIA collaborated with Academy Award-winner Christopher Walken this year to introduce its next generation Optima, a standout in the midsize sedan category amidst the mostly unremarkable offerings from other companies.
The commercial playfully titled “Walken Closet” is scheduled to be shown during the fourth quarter of the games. It is considered to be the flagship of Kia’s marketing campaign across multiple platforms and will push the 2016 all-new Optima to the spotlight with its refined and sophisticated features, a sharp contrast to other cars in the same category that can best be described as dull and uninspired.
As everyone knows, there is no one quite like Christopher Walken, whose acting skills and breadth of roles across all movie categories easily make him one of the most recognizable actors globally. This makes Walken the perfect ambassador for the all-new 2016 Optima as they’re two of a kind. In the commercial, Walken reveals that for him, there are only two kinds of people in world – those who monotonously blend with everyone else and those who want more than just the ordinary.
For Walken, it’s the second group who are exciting to be around with, they simply have pizzazz – an obvious reference to both himself and the new 2016 Optima as well, whose features are unique in the midsize sedan segment. According to Michael Sprague, Chief Operating Officer and EVP of Kia Motors America, Walken was chosen for his unique cool factor and for his instant and universal recognizability, having spawned so many movies that audiences across all generations are bound to know him.
The high-profile Super Bowl sets the stage for Walken and Kia to show to the entire world that the new 2016 Optima will deliver unprecedented levels of performance and sophistication in a niche where rivals are content to blend with each other.
David&Goliath, KMA’s agency of record created the commercial and also manages Kia’s fully-integrated campaign which has already started before the Super Bowl and is set to continue even after the games have been concluded. The commercial has recently premiered on youtube and is touted as the first commercial and Kia the first brand to use the Mobile First influencer platform named Influential in collaboration with IBM Watson resulting to a greater digital engagement across multiple platforms.
Kia will now have access to a select cream of the crop social media influencers deemed relevant for the #AddPizzazz campaign due to this Influential-IBM Watson’s Personality Insights API synergy. Influential’s technology analyzes the social feeds of a particular influencer and can show Kia how it is perceived by the followers in that feed and the perceived compatibility between the brand and the follower’s personality.
With this technology in place, a greater engagement in the realm of digital media is achieved with the added benefit of having the ability to gauge to a much greater accuracy the effectiveness of Kia’s marketing efforts. Colorful Stance socks seen in the “Walken Closet” commercial were likewise given to the select 100 influencers to encourage them to share how they “add pizzazz” to their lives via their respective media channels.
Content from Kia’s Tumblr page may be shared amongst internet users and followers creating additional brand awareness. To top it all, Kia hired Niche, a social media talent agency as well as lifestyle apparel brand Stance to help identify additional social media influencers that Influential might have missed. Starting February 3, consumers may download a $25 Visa pre-paid card test drive voucher from Kia’s website www.kia.com. This voucher may be redeemed by visiting a Kia dealership and test driving the 2016 Optima.