Kia launches Meet the Extras campaign for Cerato Hatch
Car company Kia has launched a new campaign for the Cerato Hatch that draws attention to the car’s standard extras.
Extras such as iPod connectivity, big boot space and the three-year warranty are personified into characters aiming to illustrate how the features make life easier.
The agency behind the ad was Innocean.
Steve Watt, Kia’s national marketing manager, said: “The small car segment is the largest single segment in Australia and as such is one of the most competitive. We have a great story to tell here with the Cerato hatch so it was crucial we stood out amongst the clutter”.
Scott Lambert, creative director at Innocean, said: “By personifying the standard features, we have created a fresh take on what is normally a shopping list of boring facts. Director, Nick Ball pulled together a fantastic cast, who individually delivered performances that had us in stitches. This campaign has the legs (literally) to be fun, entertaining and likable for a very long time”.
The campaign is executed across online and TV with a 30 second TVC as well as longer web films.
Credits:
- Client – Kia Motors Australia
- National Marketing Manager, Steve Watt
- Brand and Advertising Manager, Gerrit Walters
- Agency – Innocean
- Creative Director, Scott Lambert
- Copy Writer, Jenny Mak
- Art Director, Lyndal Kearney
- Head of Broadcast, Tania Templeton
- Planning Director, Kathy O’Connor
- Group Business Director, Simon Hornery
- Business Director, Janine Allan
- Head of Digital, Collette Van Rooyen
- Digital Designer, Julia Quinn
- Production Company – Finch
- Director, Nick Ball
- DOP, Jeremy Rouse
- Producer, Julianne Shelton
- Executive Producer, Karen Bryson
- Editor, Peter Sciberas
- Post Production, Fuel VFX
- Sound Track and Post, Song Zu
- Media Planning & Buying – Initiative Media
- Web Development Partner – Red Lever
Not a bad campaign. Good framing of standard features (which are actually standards in many small cars) as ‘extras’ from other brands.
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the webfilm is better than the TVC, actually snickered a bit
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Very cute.
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Best auto video since Swagger Wagon.
Very smart stuff from Innocean.
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“Hi cup holders!” V Cute! Had a little giggle
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WINNING.
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