Car brand Kia has revealed a major new campaign to promote its new Kia Niro family, featuring Hollywood legend Robert De Niro. The push was developed in collaboration with creative lead agency Innocean Worldwide and media agency Havas Media.
The campaign supports the launch of the Korean marque’s new Niro family, which includes the all-new Kia e-Niro, winner of What Car? Car of the Year 2019. It aims to challenge perceptions of Kia among people who are curious about the world around them, researching numerous sources in order to help them decide on a purchase.
As part of the launch, Innocean Worldwide has created a 30-second spot featuring Robert De Niro taking part in a Kia ad shoot, turning up on set in what he believes to be fashionable clothing, dressed as “a trendy version of De Niro”. When he speaks with the director, it turns out that the script instead mentions “a trendy version of the Niro” – meaning the Kia Niro. The ad features the line “There’s nothing like a Niro”.
Havas Media has developed the UK media strategy and plan for the campaign, which aims to show that Kia really has something to offer and is worth another look. With a hero range, hero product and hero ambassador to leverage, the agency has used a hero approach to media in order to build fame and create a new level of attention on Kia. Within each channel, Havas Media has carefully selected high quality, unmissable placements, prioritising traditional broadcast mediums to showcase the hero asset, as well as more niche, unexpected environments in order to demonstrate Kia’s credibility among an audience of curious thinkers.
High impact placements on TV, cinema and video-on-demand are supported by podcast sponsorship and social activity on Facebook and Instagram.
Media agency: Havas Media
Tabitha Parkes, Business Director, Havas Media
Emma Gibbons, Business Director, Havas Media
Lucy Wetton, Strategy Director, Havas Group Media
Graham Kenchington, Account Manager, Havas Media
Aoife O’Reilly, Account Executive, Havas Media
Jai Virdi, AV Account Manager, Havas Group Media
Creative agency: Innocean Worldwide