Kia: 'Like' campaign

INNOCEAN Worldwide Seoul

Advertiser: Kia Motors
Brand: Kia
Country: South Korea

Objectives

A huge gap between Reality and Perception

Recently, Kia had improved the quality and design of its cars, winning countless international design awards and leading the industry with its offer of a seven year warranty. This improvement is also proven by the success of newly launched Kia models such as Soul, Forte, Sorento, Sportage and Optima.

However, while product quality and value have constantly been improved, consumer awareness of the Kia brand is stagnant.

There was a consumer product perception gap - KIA is still perceived by many drivers as a budget brand, producing box-like cars. Our brand survey shows that people are aware of Kia, but know nothing about Kia resulting in poor familiarity, opinion and consideration.