Kia unveils global brand campaign urging drivers to ‘stay human’

Kia has unveiled a global brand campaign with Innocean Worldwide Europe which tells drivers to ‘stay human’.

The campaign, which covers TV, print, digital and out of home, shows the world through the perspective of the car, and features technologies such as blind-spot detection and assisted parking.

It will build on the brand’s ‘Power to Surprise’ tagline with the slogan ‘Stay human: because without you, we wouldn’t have to be so reliable’.

Benny Oeyen, vice president of marketing and product planning for Kia Motor Europe, said: “We aim to exceed expectations in every aspect of what we do, and that extends to how we market our cars.

“In addition to our clear positioning as a brand that offers quality and design, we wanted to add a human message at the heart of the campaign. After all, from the drawing board to the driveway, our cars are made and driven by real human beings.”

The campaign for the Korean company is the first to be entirely conceived and created in Europe

“It was a privilege to be invited by Kia to deliver the company’s first global brand campaign to be entirely conceived and produced in Europe, and it is a reflection of the highly talented and creative team we have here in our European business,” Jamie Colonna, chief creative officer for Innocean Worldwide Europe (IWE), said. “The challenge we faced was a new and exciting one: to look beyond the more rational appeal of product features and price points and look to build a much deeper and more emotional appeal to drivers around the world.

“At the heart of this campaign is an understanding that people don’t just buy technology when they buy a car. They are looking for a deeper affinity with the brand, and a sense that it fits with their personal identity and their busy day-to-day lives. This is the connection we are looking to forge in the new campaign.”

The campaign is set to roll out across seven markets worldwide between now and the end of the year.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.