One Epic Ride

Kia MotorsNathanael Johnson Red Nixon

Kia

Kia Founded in 1944 Oldest South Korean car

manufacturerU.S. Appearance

First appeared in USA under Ford name

In 1994, first release under Kia name in Portland, Oregon

USA plant: West Point, Georgia.

“to arise from Asia”

Kia Image Core Future Growth Engine

Peter Schreyer the Chief Design Engineer Previously worked for Audi & Volkswagen

Tiger Nose A new grille feature A literal brand for the company Fit with new brand image idea

“In the past, the Kia cars were very neutral. When you saw one on the road, you didn’t really know if it was Korean or Japanese…I think it’s very important that you are able to recognize a Kia at first sight”

The Grille Facelift

Old Grille New Grille

One Epic Ride

Integrated marketing campaign Idea incorporates digital, print,

social media and in-dealership components

Included teaser and 1:00 spots Ads still airing Making of ad

One Epic Contest

Online contest Interactive Website 5 car give away

Must Answer Question Answers from Website, social media

and finally the 1:00 minute ad

One Epic Idea

“We crafted our Super Bowl advertising campaign to engage consumers before, during and after the game, and with anticipation building this week for our blockbuster spot featuring aliens and Poseidon we have posted it online for fans and curiosity seekers to get a sneak peek before Sunday,”

One Epic Class

Television Advantage Coverage, captivity and attention

Teaser Ads Excites Curiosity

The Role of the IMC on the marketing Mix Branding Image

Thank You! Works Cited Bridges, Tony. "Kia Super Bowl Commercial: One Trippy Adventure and an

Epic Contest - National Commercials | Examiner.com." National News, National Information, National Events - Examiner.com | Examiner.com. Web. 15 Feb. 2011. <http://www.examiner.com/commercials-in-national/kia-super-bowl-commercial-one-trippy-adventure-and-an-epic-contest>.

Duncan. "Kia at Super Bowl with One Epic Ride." The Inspiration Room. 7 Feb. 2011. Web. 15 Feb. 2011.

"Facelifted Kia Pro_cee’d with “Tiger Nose” Leaked!" Paul Tan's Automotive News. Web. 15 Feb. 2011. <http://paultan.org/2010/12/30/facelifted-kia-pro_ceed-with-tiger-nose-leaked/>.

"Kia." Kia Showroom | Cars, SUV’s, Commercial Vehicles | KIA Motors South Africa. Web. 15 Feb. 2011. <http://www.kia.co.za/default.asp>.

ONE EPIC CONTEST - Presented by the Kia OPTIMA. Web. 15 Feb. 2011. <http://www.oneepiccontest.com/>.

"YouTube - 2011 Kia Optima: One Epic Ride -- The Making of a Seriously Big Commercial with Extra Footage!" YouTube - Broadcast Yourself. Web. 15 Feb. 2011. <http://www.youtube.com/watch?v=j_vAvbbtcIM>.