Kia is shifting its focus from brand building to promoting a specific model – the Cerato hatchback – in a new campaign that features its first locally-shot TVC.
“Up until now we’ve had to use international footage,” says Kia general manager Todd McDonald. “We wanted to showcase the Cerato launch in New Zealand with recognisable landmarks within New Zealand.”
The commercial was shot in several places from Whangarei to Villa Maria’s south Auckland vineyeard to Maraetai, McDonald says.
The campaign, made with Work Communications and TVNZ subsidiary, production company Blacksand, centres around trivia with advertising associated with TV One show Nothing Trivial.
McDonald says Nothing Trivial is a highly ranked series and has a strong female audience, so is a prime target for promoting the new hatchback. “We wanted to ally ourselves with a TV series that is typically Kiwi and has a high association with our target market.”
The advertising directs people to Kia’s Facebook page where they can answer Road Trip Trivia questions and have a chance to win prizes including a road trip worth $5000.
The campaign also uses advertising on Air New Zealand’s in-flight quiz on domestic flights.
McDonald says Kia began building its brand with a naming rights association on TVNZ’s current affairs show Close Up in 2009.
“Close Up provided exposure to the brand of Kia and an evolution of the brand. It’s got to the stage we can actually target a particular model.”
Kia is also now sponsoring the Magic netball franchise, he adds.