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KIA Borrego: Expectations
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LA-based independent creative agency David&Goliath has launched a new campaign for Kia Motors’ all-new Borrego, touted as a new kind of luxury SUV. This campaign marks a change in Kia’s marketing strategy and represents the most upscale audience that Kia has ever targeted. The Borrego campaign challenges luxury convention. When it comes to a luxury SUV, people have been conditioned to expect certain things like state-of-the-art technology, style, power and of course paying a premium price. Kia is hoping to redefine the category by introducing a new kind of luxury SUV; that is, everything you’d expect to find in a luxury SUV, at a price you wouldn’t expect to pay. Many of the Borrego’s features are firsts for Kia, including a V8 engine, navigation system and rear camera display.
Campaign Objectives: Introduce the all-new Kia Borrego Drive traffic into Kia Retailers Elevate the overall brand Reach repeat buyers of mid-size SUVs Attract a new, upscale audience for Kia The pre-launch phase consists of a :60 cinema spot that broke at the end of June. Titled “Expectations,” the spot uses subtle smart humor and a string of familiar metaphors to demonstrate what you might expect to see in a typical luxury SUV commercial…But what you wouldn’t expect is that it comes from Kia, and that this vehicle is affordably priced. Outdoor executions and a microsite launch in July, while TV and print are due to break in August. Creative Comments (by Colin Jeffery, ECD, David&Goliath) This is new territory for Kia and provided us with an exciting challenge. In today’s market, successfully launching an SUV is no easy task. After spending time with the Borrego, it became very clear to us what the positioning and creative platform should be. It’s a great looking vehicle, it’s powerful, it has all the bells and whistles and it’s reasonably priced. It’s tough to find all four of those attributes in a high-end SUV.We knew we were onto a good thing. The first time we took the Borrego out for a drive people were staring. At a traffic light in Manhattan Beach, a fellow driver actually asked us what kind of SUV we were driving. He was genuinely impressed. Pretty cool.Researching classic luxury clichés was loads of fun and an integral part of creating a luxury SUV ad with a twist. Gerard de Thame was an obvious director choice. He has shot numerous high-end car commercials, and really understood the subtle humor and undertones we were trying to create.
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