Kia Soul: This Or That
Agency: David&GoliathClient: Kia Motors of AmericaProduct: Kia Soul
Objectives
In 2003, the car industry's Goliath, Toyota, created Scion, a new brand conceived specifically for the market of under-30 drivers. Scion's flagship vehicle, the xB, was unique, boxy, and totally customizable, and it captured a 20-something audience at a time when personalization was the prevalent consumer trend. Led by xB, Scion became the brand of the youngest drivers in America (GfK Auto. Intelligence). It was Toyota's case study in success: create a category, then rule it.
As Scion proved...