Kia targets parents with Carens Re-View mirror video push featuring real families
Kia Motors is putting its customers front and centre in a new campaign promoting its family car – the Carens MPV.
Created by Kameleon, the video campaign seeks to bring to life the brand’s strapline, ‘cars that speak for themselves, customers who speak for us’, by showcasing two families testing out the car and taking part in a series of fun challenges before giving their honest appraisal of the model.
Charlotte Wells, marketing manager at Kia Motors UK, explained that “ongoing video content is a key element of our communication strategy” and that the activity has “enabled us to approach video from a new and engaging angle”.
Richard Armstrong, founding partner, Kameleon, added: “Working with Kia on this project has been fantastic. The marketing team is one of the keenest to innovate that we’ve worked with and they really understand the potential of content when it comes to engaging audiences and changing perspectives. We’re confident that the campaign we’ve created will do just that and look forward to working with Kia on many more projects in the future.”
The Carens Re-View mirror activity will now run until the end of the month and builds on the idea that prospective buyers need a more authentic point of view than that of salesmen and dealers. A number of parenting-focused bits of content and native in-video pieces for YouTube have also been created by Kameleon and Kia to support the campaign.