Kia 2015 Annual Report Download - page 41

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GROWING WITH FUTURE GENERATIONS
Kia Motors strives to invest in the future of society and
supports a range of projects as part of this commitment.
The ‘Kia EcoDynamics Expedition’ program has been
fostering young environmental leaders since 2010,
and, in 2015, an environmental improvement project
took place in Mongolia and Malaysia in partnership
with the United Nations Environment Programme
(UNEP) National Committee for the Republic of Korea
and the Massachusetts Institute of Technology (MIT)
‘D-Lab’. Meanwhile, the ‘UNESCO Kids Overseas Camp’
enables elementary school students to experience
and learn about overseas international organizations.
Launched in 2013, the camp is sponsored by Kia Motors
and organized by the Korean National Commission
for UNESCO. The ‘Kia Global Camp’ is an overseas
experience program that we operate with the
Korean National Commission for UNESCO, and 430
undergraduate and graduate students have participated
since it was launched in 2006.
Kia Motors’ youth marketing activities feature Enzy,
a friendly animated monster who lives inside a car.
Along with his friends they tell interesting, easy-to-
understand stories about cars. ‘Enzy in the Hood’ helps
children develop a sense of affinity with automobiles
while becoming familiar with the Kia brand, and we also
have launched a traffic safety campaign for children. In
2015, an animated film entitled ‘Super Racer Enzy’ was
screened in theaters and attracted more than 10,000
viewers in one month.
KIA, A CUSTOMER-FRIENDLY BRAND
Since 2014, Kia Motors has been undertaking the
Re:Design project, which aims to go beyond automobiles
and offer more to customers’ lives by touching their hearts.
The ‘Father & Son’s Road Trip’ was the first Re:Design
campaign. Launched in 2014, it demonstrated how a
car can be more than a simple means of transportation,
but can add to the enjoyment of a journey. For the ‘Gear
Up’ campaign in 2015, Kia created a video to show how
young people, tentative about driving and their future,
can experience real thrills and excitement both in life and
behind the wheel of a car.
We will launch another global brand campaign in 2016
that will focus on the essence of automobiles so that we
can ‘Re:Design’ customers’ perceptions about Kia based
on outstanding quality and marketing.
YOUNG, VIBRANT AND DYNAMIC KIA
Kia Motors undertakes sports marketing to support its
young, dynamic brand image. Our sports marketing
activities are led by our role as the major sponsor of
the Australian Open tennis Grand Slam tournament
since 2002. We estimate that the annual impact of this
sponsorship on the Kia brand exceeds USD 300 million.
In addition, Rafael Nadal is a global brand ambassador
for Kia Motors which has raised awareness of the Kia
brand among the world’s sports fans.
We also sponsor international football tournaments
in order to share the world’s greatest game with
football fans around the world. Kia Motors sponsors
the World Cup as an official partner of the Fédération
Internationale de Football Association (FIFA), and also
sponsors the Union of European Football Association
(UEFA) EURO Championship and the Copa America.
In the U.S. market, our sports marketing activities
include sponsoring the National Basketball Association
(NBA) and the Ladies Professional Golf Association
(LPGA), in addition to hosting the Kia Classic Golf
Tournament. We actively engage in sports marketing
activities in Korea as well, such as our sponsorship of
the Korea Ladies Professional Golf Association (KLPGA)
and the Korea Baseball Organization (KBO).
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ANNUAL REPORT 2015 |