Kia Motors is soon to launch in India with the new Kia SUV, and the advertisement has garnered almost 300 million views in just 2 months.
In the commercial, fantastic beasts and cool creatures (both natural and man-made) are introducing Kia to India in a very unique way. The creatures include a Slinky-like toy, hummingbird, ballerina, astronaut, tiger, footballer, pencil-drawn Felix the cat come to life and a CGI swarm of fireflies. This ad, by Sideways Consulting, has logged 230 million on YouTube alone, along with making a hit out of its quirky instrumental soundtrack. The soundtrack has been downloaded over 55,000 times.
Kia reports upwards of 6 million brand engagements and a flood of website traffic since debuting its ad.
“Magical inspirations, stunning designs,” hyping the Kia SUV, has moved the needle in key measures, according to a YouTube BLS study, which shows ad recall is 36.2% and brand favorability stands at 15.4%.
In the first TV and digital campaign for its India launch, the brand meant to convey its aesthetics and establish its “emphasis on design and how it changes the design rule book with every car it introduces in the market,” says Manohar Bhat, Head of Sales and Marketing, Kia Motors India. And the 60-second spot and its shorter teasers are “just the start of a slew of creative ads that we are yet to craft.”
The company describes the ad as “the enduring astronaut symbolizing man’s first step on the moon; the firefly representing the most luminescent form of nature; the slinky spring where science meets playfulness; the swift yet stable hummingbird; the ballerina with unmatchable precision, poise and grace; the agile skill and control of a footballer; quirk of Felix the cat and finally the tiger forms the most magical inspiration set leading to an amazing Kia car.”
Kia Motors is building its first Indian manufacturing facility in the Anantapur district and is expected to produce about 300,000 units a year.