Kia Carens: Growing up can be fun

This case study describes how Kia, a car manufacturer, promoted its Caren model by targeting a 'progressive modern mainstream mindset' in family car purchase in the UK.

Kia Carens: Growing up can be fun

Campaign details

Client: Kia Motors EuropeBrand: Kia CarensAgency: Innocean Worldwide EuropeCategory: AutomotiveCountry: Germany

The loudest voice in motoring, Jeremy Clarkson, has on more than one occasion said that "people carriers are for people who have given up". A sweeping statement from the opinionated front man of the TV show "Top Gear". But as he speaks to a loyal weekly audience of around 350 million people worldwide, it's a hard image to shake off. Even though it's not (completely) true. When you have kids, it...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands