New ‘perfect’ Kia campaign is set to exceed expectations

New ‘perfect’ Kia campaign is set to exceed expectations
INNOCEAN presents campaign focussed on quality and innovation

INNOCEAN Worldwide Europe shows the latest campaign for Kia’s new Sorento, aimed at shaking up consumer perceptions and expectations of the brand. The campaign reflects the premium feel of Kia’s most high-end car to date and surprises viewers with an unexpected aesthetic.

At the centre of the campaign are four professionals, including a gourmet chef, a fashion designer and an artist, all living and working to exceptionally high quality standards. These are the people Kia had in mind when devising the concept of the car and their stories are used in the campaign to emphasise Kia’s human approach to engineering.

Each spot focusses on one perfectionist and the audience is invited to explore these people’s lives and their professional and personal needs through emotional storytelling on the Sorento microsite.

As Kia’s lead agency, INNOCEAN Worldwide Europe conceived the story development, strategic planning and execution for TV and print while digital agency La Red developed the overall concept, the web films and the digital campaign concept.

The 360° campaign highlights the high quality consumers today expect from products; and how the Sorento easily fulfils the criteria of even the biggest perfectionists. It is ‘Made for perfectionists. (And thus) Perfect for everybody’.

Andreas Cordt, Client Service Director for INNOCEAN Worldwide Europe, said: “Kia prides itself with its ability to surprise and for this particular campaign we wanted to channel this spirit to present a new, more sophisticated side of the brand. Through our close collaboration with La Red, we decided to focus on ‘the perfectionists’ who wouldn’t settle for anything less than the best.

“As the fastest-growing communications network in the world, we will draw on our existing international expertise to deliver this integrated campaign and ensure the messaging is pitch perfect when we implement it in each national market.”

The new features of the quality and luxurious Kia Sorento were first premiered at the Paris Motor Show in October 2014. Through LED animations, the product was presented in a booth focused on architecture and motion graphics to communicate the brand.