| Titel | For Long Journeys Use The Sedona |
| Agentur |
Mustoes
|
| Kampagne |
For Long Journeys Use The Sedona
|
| Werbende |
Kia Motors
|
| Marke |
Kia
|
| Posted | Juli 2000 |
| Produkt |
Sedona
|
| Geschäftsbereich | Autos
|
| Story | This ad is very countermarket in the automotive sector in that it enjoins the prospective purchaser not to use the Sedona people carrier on short journeys. Kia provide a bike as part of the basic specification of the vehicle. This is no promotion but rather a long-term statement on behalf of the manufacturer. The ad makes the point that it makes no sense (socially, financially or environmentally) to use the Sedona when just popping out for a pint of milk! It sets out to instill a more balanced attitude to car usage in the purchaser. |
| Philosophie | Position Kia as the responsible car manufacturer. Car ownership in the UK is so prevalent that driving is rarely the pleasure it once undoubtedly was. The whole issue of sustainable transport methods and lessening our dependency on the car is set to dominate both the headlines and the public consciousness for years to come. With this in mind Kia encourages its drivers to re-appraise their relationship to the car. On a corporate level Kia sponsors a variety of initiatives, local and national, that look to foster a more balanced relationship to our cars. |
| Problem | Create a long-term point of difference for a budget brand from Korea in a marketplace that boasts over fifty other car marques and spends over 900 million a year on above-the-line advertising alone. |
| Medientyp |
Zeitungsanzeige
|
| Creative Director |
John Merriman
|
| Texter |
Rosie Elston
|
