Kia breaks digital launch campaign for K5
Automaker Kia Canada has begun a new digital campaign for its K5 sedan. Developed by Innocean Worldwide Canada of Toronto, the campaign, called "Live Your Life All-In,” is Kia’s first digital-only launch effort for a new vehicle. It consists of six-, 15- and 30-second online videos, accompanied by social media content and digital display ads. The creative is intended to highlight the car’s design, safety, comfort, power and control, with a focus on its all-wheel drive. The campaign is aimed primarily at male consumers between the ages of 35 and 44 and will run in English and French until the end of the year.
“The Kia K5 is a brand-new nameplate in the lineup with a very specific driver, so it was important that we created a hyper-targeted campaign that would drive nameplate awareness and invite this exciting audience to take note of the new Kia,” said Caitlin Rudnick, vice-president and group account director at Innocean Worldwide Canada. “A digital-only approach allows us to do just that.”