Recently named Nielsen “Automotive Ad of the Year,” an accolade based on the effectiveness of an ad in terms of positive consumer recollection, the debut TV commercial for the uniquely styled and award-winning 2010 Kia Soul five-door urban passenger vehicle now has been honored with a 2010 Silver EFFIE Award. The EFFIE Awards (short for effective), given by the American Marketing Association, New York Chapter, recognize the most effective advertising efforts in the U.S. each year. The Kia Soul television ad won the EFFIE in the “David v. Goliath” category, which grants awards to smaller, new or emerging brands that challenge category leaders head-on.
“Designed to offer consumers a ‘new way to roll’ with a distinct style and a number of personalization options, Soul is aimed at the young and young-at-heart looking for a vehicle perfectly suited to their personalities,” said Michael Sprague, vice president, marketing, Kia Motors America. “The hamsters’ immediate popularity helped position Soul as Kia’s halo vehicle and showcased the brand’s emerging signature design direction, which, along with quality, safety and value, has propelled Kia to tier-one status.”
Created by David&Goliath, the Soul ad depicts city and suburban streets inhabited exclusively by hamsters who mindlessly run in place inside their exercise wheels until a Molten Red Kia Soul pulls up to a stoplight and the passenger window rolls down to reveal a trio of paw-tapping, music-loving hamsters who have discovered “A New Way to Roll.”
Portraying Soul as a lounge on wheels with its highly specified audio system that includes speaker lights that pulse to the beat of the music, the hamsters bob their heads to four different music tracks that appear in slightly different versions of the spot to keep each viewing fresh. Viewers with a sharp eye can identify song and artist information on the hamsters’ iPod® screen, and the campaign extended online with each track available for download at www.kiasoul.com.
The EFFIE Awards, judged by experienced business leaders from around the world, are selected using a two-round evaluation process analyzing entries on a stand-alone basis and then comparing them against other finalists in their category. Entries are evaluated using criteria intended to determine a marketing case’s overall effectiveness and given four scores in different areas analyzing specific attributes of the campaign, including Strategic Challenge and Objectives, Overall Idea, Bringing the Idea to Life and Results.
In response to the immense popularity of the initial campaign, the hamsters have made an encore appearance in the new “This or That” campaign, also created by David&Golath. In this new chapter of the Kia Soul hamster story, the loveable creatures are shown driving through city streets to the tune of the hip-hop song “The Choice is Yours” by The Black Sheep, giving viewers the choice between “This,” the funky and uniquely styled Soul, or “That,” a number of boring and mundane appliances on wheels, cardboard boxes or hamster wheels. The new spot debuted on cable on May 26 and can be seen in theaters and online.
Soul offers an immense amount of style and value on top of an extensive list of standard safety features sure to appeal to all consumers looking for a well-equipped vehicle suited to their personalities, including front seat active headrests, dual front advanced airbags, front seat-mounted and full-length side curtain airbags, an Antilock Brake System (ABS), Electronic Stability Control (ESC), Traction Control System (TCS), Electronic Brake Distribution (EBD), Brake Assist System (BAS) and a Tire Pressure Monitoring System (TPMS). Front and rear crumple zones, side-impact door beams, an impact-absorbing steering column and Lower Anchors and Tethers for Children (LATCH) system also come standard.
Available in four trims, Soul, Soul+, Soul! (exclaim) and Soul sport, the five-door hatchback offers an attractive starting price below $14,0001 as well as unique and utilitarian style. Designed with the young and young-at-heart in mind, Soul presents an immense amount of style, value and function with a surprisingly spacious interior. Passengers will benefit from numerous standard convenience features, including an AM/FM/CD/MP3 audio system outfitted with SIRIUS® Satellite Radio capabilities (including a three month complimentary subscription)2, and USB and auxiliary input jacks in the center console with full iPod3 and MP3 controllability via the audio head unit and steering wheel controls (achieved with an optional Kia accessory cable).
KMA has released four special edition Souls – Denim, Ignition, Shadow Dragon and most recently Ghost – based on the Soul+ trim. Offering consumers even more ways to personalize the Soul, each special edition comes with its own unique exterior color and packaging.
