Kia 2013 Annual Report Download - page 23

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Our marketing endeavors aim to provide customers with
enjoyable and surprising encounters with the Kia brand. In
February 2014, we aired a TV advertisement featuring the
K900 during the Super Bowl, which was seen by more than
100 million viewers. The famous actor Laurence Fishburne
spoke lines from the film ‘The Matrix’ to emphasize
the luxuriousness of the K900. The advertisement was
considered a great success.
In 2013, we launched a global promotion for the all-new
Carens in connection with ‘The Croods’, a 3D animated
feature film produced by DreamWorks Animation. The
campaign video shows The Croods family going on an
epic adventure while riding in a Carens. The video was
shown in movie theaters and on the Internet, including on
YouTube, and exceeded more than 10 million views.
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Kia Motors is using new channels such as smartphones
and tablet PCs to get closer to younger customers. In
2013, we rolled out ‘K-Racer’, a mobile racing game that
features Kia’s 12 major models as characters, including
the Ray and Optima (K5). We also developed ‘Kia Motion’,
a video production application that enables users to
collect mobile phone pictures and turn them into a video
with various visual effects and music. The videos can then
be shared via SNS.
We communicate regularly with customers across the
world through our official blog, Twitter, and Facebook page.
When we release new models, we roll out applications
that reflect that model’s characteristics. We aim to be an
industry leader in digital marketing by introducing unique
and innovative contents.
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Most companies mainly focus on sight when it comes to
sensory branding, despite the fact that consumers have
needs in other areas such as hearing, smell, touch, and
taste. However, Kia Motors is striving to appeal to all five
senses in its branding activities in order to emotionally
communicate the Kia brand identity.
In March 2013, Kia introduced Kia brand identity song,
‘Advent of the Kians’, composed by world renowned
composer Eric Serra. It has been used at various customer
touch points such as motor shows, dealer showrooms and
so on. In October 2013, the Kia Fragrance was released.
It was developed in collaboration with the renowned
perfumer Antoine Lie reflecting Kia’s brand identity. Kia
Fragrance has been developed in three forms (eau de
toilette, car air freshener and room air freshener) to allow
customers to experience the Kia scent in various settings.
In 2014, Kia developed ‘The Rise of Surprise’ sound
signature as part of our sonic branding initiatives. It will be
showcased at various customer touch points such as a
mobile phone ringtone, on our website, as an App access
tone, and as a waiting tone for our customer service
call center. It will be also applied to our products as the
welcome and goodbye sound and warning alerts.
Kia will continue to expand sensory branding to
enhance brand value and further strengthen emotional
communication with our customers.
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Kia’s official sponsorship contract with FIFA dates back
to 2007, and as an official FIFA Partner we sponsored
2010 FIFA World Cup South Africa™ and will sponsor
the 2014 FIFA World Cup Brazil™, 2018 FIFA World Cup
Russia™, and 2022 FIFA World Cup Qatar™. In June
2013, in conjunction with Hyundai Motor Company, we
provided around 500 vehicles for the FIFA Confederations
Cup Brazil 2013™. And during the 2014 FIFA World Cup
Brazil™, Kia’s logo will get the attention of sports fans and
viewers from all around the world.
In addition, we extended our agreement to sponsor
the Australian Open, one of the four tennis grand slam
tournaments, in January 2013. We first became the major
sponsor in 2002, and now our sponsorship will run through
to 2018. Kia Motors has become the longest-running
major sponsor in the history of this prestigious event, and
each year we provide around 100 official vehicles to the
event organizers which is increasing our brand exposure,
especially in Asia-Pacific and Europe.
We look forward to continue supporting athletes and major
sports events around the world to increase the awareness
of the dynamic Kia brand.
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