KIA SOUL TV COMMERCIAL NAMED “AUTOMOTIVE AD OF THE YEAR”
BY THE NIELSEN COMPANY
Music-Loving Hamsters Strike Again and Earn Kia’s Five-Door Hatchback the Award for Second Consecutive Year
- “This or That” ad spot featured popular urban beats and rapping hamsters
- Popular marketing campaigns contribute to increased brand awareness and record sales
NEW YORK, April 20, 2011 – Kia Motors’ lovable hamsters have done it again earning the follow-up advertising campaign for the brand’s funky Soul, titled “This or That,” the highly coveted “Automotive Ad of the Year” award by The Nielsen Company for the second year in a row at a ceremony today at the 2011 New York International Auto Show. Together, the popular “This or That” spot and the original “A New Way To Roll” campaign have contributed to significant increases in consumer awareness, perception and consideration of the Kia brand, and led to record sales of the Soul urban passenger vehicle. In March, the Soul became the second Kia vehicle to sell more than 10,000 units in a single month, and year-to-date sales are up 50.8 percent.
The “This or That” campaign, the second chapter of the Kia Soul hamster story created by DavidGoliath, depicts the endearing hamsters driving through city streets to the tune of the hip-hop song “The Choice is Yours” by Black Sheep, cleverly comparing “This,” the funky and uniquely styled Soul, to “That,” a number of boring and mundane appliances on wheels, cardboard boxes or hamster wheels. The spot debuted on cable at the end of May 2010 as an extension of the first Soul spot to feature the hamsters in “A New Way to Roll,” which depicted boring city and suburban streets inhabited exclusively by hamsters who are mindlessly running in place in their exercise wheels until a molten red Kia Soul pulls up to a stoplight and the passenger window rolls down to reveal a trio of paw-tapping, music-loving hamsters who have in fact found “A New Way to Roll.”
“Designed to stand out in a sea of sameness, Soul’s unique personality is reflected in its out-of-the-box ad campaigns which continue to resonate with consumers and critics and have driven record vehicle sales for the Kia brand,” said Michael Sprague, vice president, marketing communications, Kia Motors America. “As the vehicle that began Kia’s design-led transformation, the Soul was a game changer for the Kia brand and our advertising is a reflection of our desire to keep Soul fresh, fun and relevant in today’s marketplace.”
Available in four trims, Soul, Soul+, Soul! (exclaim) and Soul sport, the five-door hatchback offers an attractive starting price below $14,0001 as well as unique and utilitarian style. Designed with the young and young-at-heart in mind, Soul presents distinctive style, value and function with a relatively small footprint and surprisingly spacious interior. Passengers will find comfort in Soul’s roomy cabin, usefulness from Soul’s efficient cargo carrier with 14 storage zones and will benefit from numerous standard convenience features, including an AM/FM/CD/MP3 audio system outfitted with SiriusXM Satellite Radio capabilities (including a three month complimentary subscription)2, and USB and auxiliary input jacks in the center console with full iPod3 and MP3 controllability via the audio head unit and steering wheel controls (achieved with an optional Kia accessory cable).
In 2012 Soul also will receive Kia’s first in-car hands-free communication and entertainment system, UVO powered by Microsoft4, which will allow drivers to safely and efficiently interact with the in-vehicle technologies while keeping their hands on the wheel and eyes on the road.
Soul offers an immense amount of style and value on top of an extensive list of standard safety features sure to appeal to all consumers looking for a well-equipped vehicle suited to their personalities, including front seat active headrests, dual front advanced airbags, front seat-mounted and full-length side curtain airbags, an Antilock Brake System (ABS), Electronic Stability Control (ESC), Traction Control System (TCS), Electronic Brake Distribution (EBD), Brake Assist System (BAS) and a Tire Pressure Monitoring System (TPMS). Front and rear crumple zones, side-impact door beams, an impact-absorbing steering column and Lower Anchors and Tethers for Children (LATCH) system also come standard.
Following the success of its first four special edition Souls Denim, Ignition, Shadow Dragon and Ghost based on the Soul+ trim, KMA is releasing two more special edition Souls5 in 2011, White Tiger and Hamstar. Offering consumers even more ways to personalize the Soul, each special edition comes with its own unique exterior color and packaging.
2011 Kia Motors America Product Line
Kia’s model year 2011 vehicle line includes the Sorento CUV, Sportage compact CUV, Optima midsize sedan, Soul urban passenger vehicle, Forte compact sedan, Forte 5-door compact hatchback, Forte Koup two-door coupe, Rio sub-compact sedan, Rio5 sub-compact hatchback and Sedona minivan.
About Kia Motors America
Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 730 dealers throughout the United States and serves as the “Official Automotive Partner of the NBA.” In 2010, KMA recorded its best-ever U.S. sales and 16th consecutive year of increased U.S. market share. Kia is poised to continue its momentum and will continue to build the brand through design innovation, quality, value, safety features and new technologies.
Information about Kia Motors America and its full vehicle line-up is available at its Web site www.kia.com. For media information, including photography, visit www.kiamedia.com.
1 Price is manufacturer’s suggested retail price (MSRP) for base model, excludes destination and handling charges of $695, taxes, title and license fees, additional options and retailer charges. Actual prices set by retailer.
2 SIRIUS, XM and all related marks and logos are trademarks of SIRIUS XM Radio Inc. and its subsidiaries. SIRIUS Radio requires a subscription, sold separately after 3-month trial subscription included with vehicle purchase. Prices and programming are provided by SIRIUS and are subject to change. Subscriptions governed by SIRIUS Terms Conditions available at sirius.com. SIRIUS Radio U.S. service available only to those at least 18 years of age in the 48 contiguous United States, D.C., and Puerto Rico (with coverage limitations).
3 Optional Kia accessory cable required for iPod mobile digital device connectivity. Cable and iPod sold separately. iPod is a registered trademark of Apple Inc.
4 Microsoft is a registered trademark of Microsoft Corporation in the United States and/or other countries.
5 Special Edition Soul vehicles will have limited availability while supplies last. Vehicles will not be available in all regions. See your local Kia dealer for details.