KIA K5: Live Your Life All-In

While most new vehicle launches rely on a television led media approach, Innocean Worldwide Canada and Kia Canada Inc. went all-in on a digital campaign for the launch of Kia’s new nameplate, the K5. The digital-only launch is a first for the brand and an important step forward as they look to capitalise on today’s digitally native consumers. To launch the K5 and demonstrate its product attributes, Innocean Worldwide Canada leveraged global assets to produce six, 15 and 30-second online videos paired with social and digital display ads. All were released earlier this month. Creatively, the campaign aims to showcase how Kia went all-in on the five core pillars of the driving experience including, design, safety, comfort, power and control, when building the K5. The result, is an all wheel drive sedan which is fully equipped to conquer any weather and any challenge to exhilarate you from head to toe. Both the creative and media strategy are geared towards adrenaline-seeking males between the ages of 35 - 44, a demographic which is defined as being heavy digital media consumers. Knowing this, the decision was made to move ahead with a targeted digital-only channel plan to ensure that Kia’s message would be shown to the most relevant audience.