Kia Motors’ Advertising Campaign Featuring Music-Loving Hamsters Wins Gold Effie during a 2011 North American Effie Awards

Posted on 08. Jun, 2011 by in Kia Canada


Marketing Efforts for Popular Soul Urban Passenger Vehicle Earns Kia a Second Consecutive Effie Award

  • Kia’s out-of-the-box “This or That” debate effectively redefined a code in a marketplace and contributed to Soul’s 3 uninterrupted months of record sales performance
  • The Gold Effie recognizes Kia’s two-phased proceed to rising and nutritious a Soul nameplate

IRVINE, Calif., Jun 8, 2011 -Kia Motors’ rapping and dancing hamsters warranted a association one of a many prestigious promotion awards yesterday when a “This or That” debate for a brand’s musty Soul civic newcomer car perceived a Gold Effie endowment in a “David v. Goliath” difficulty during a 2011 North American Effie Awards rite in New York. The annual Effie Awards (short for effective) presented by Effie Worldwide, Inc., highlights a many effective selling communications efforts in a U.S. any year, and a “David v. Goliath” difficulty recognizes smaller, new or rising brands that plea difficulty leaders. The Kia Soul selling beginning warranted a Gold Effie after holding home a Silver Effie in 2010.

Together, a Soul’s renouned “This or That” and a strange “A New Way To Roll” campaigns contributed to poignant increases in consumer awareness, notice and care of a Kia brand, and led to record sales of a civic newcomer vehicle. In March, a Soul became a second Kia car to sell some-more than 10,000 units in a singular month, and after recording a best-ever monthly sales in May a Soul’s year-to-date sales are adult 50.8 percent.

Kia Motors’ rapping and dancing hamsters warranted a association one of a many prestigious promotion awards when a “This or That” debate for a Soul civic newcomer car perceived a Gold Effie endowment in a “David v. Goliath” difficulty during a 2011 North American Effie Awards.

“The segment-busting Soul was a initial car introduced underneath Kia’s design-led mutation and was recognised to mount out in a sea of oneness with a lovely design, superb functionality, accumulation of personalization options and endless value,” pronounced Michael Sprague, clamp president, selling communications, KMA. “The ‘This or That’ debate embodied a suggestion of a Soul in a rarely enchanting approach that unequivocally resonated with consumers and marketers comparison as evidenced by a second uninterrupted Effie award.”

Created by KMA’s promotion group of record, DavidGoliath, a second section in a story of Kia’s music-loving hamsters played out in a “This or That” campaign, regulating enchanting song and a ever-popular hamsters to poke fun during boring, unexcited vehicles in a difficulty by several multi-platform engagements, including: TV spots, imitation and billboard ads, video games, a dedicated website with downloadable song outlines and a roving song festival featuring giveaway concerts. In a 60-second “This or That” spot, hip bound hamsters journey by city streets, deftly comparing “This” a musty and singly styled Alien Green Soul to “That” a series of paltry boxy rides – represented by toasters, soaking machines and card boxes. The mark debuted in film theaters in late-May 2010 as an prolongation of a initial Soul ad featuring a hamsters and after aired on television.

In further to a back-to-back Effie awards, a Soul spots have been named “Automotive Ad of a Year” for twin uninterrupted years by The Nielsen Company.

Available in 4 trims for 2011, Soul, Soul+, Soul! (exclaim) and Soul sport, a five-door hatchback offers an appealing starting cost next $14,0001 as good as singular and practical style. Designed with a immature and young-at-heart in mind, Soul presents particular style, value and duty with a comparatively tiny footprint and surprisingly atmospheric interior. Passengers will find comfort in Soul’s ample cabin, utility from Soul’s fit load conduit with 14 storage zones and will advantage from countless customary preference features, including an AM/FM/CD/MP3 audio complement given with SiriusXM Satellite Radio capabilities (including a 3 month nominal subscription)2, and USB and auxiliary submit jacks in a core console with full iPod3 and MP3 controllability around a audio conduct section and steering circle controls (achieved with an discretionary Kia appendage cable).

In 2012, Soul also will accept Kia’s initial in-car hands-free communication and party system, UVO powered by Microsoft4 , that will concede drivers to safely and well correlate with a in-vehicle technologies while gripping their hands on a circle and eyes on a road. Under a hood, a 2012 Soul will accept some-more energy and softened fuel economy from twin all-new powertrains while enhancements to a front and back fascia, further of LED lighting, and new circle designs will make Kia’s civic newcomer car an even some-more constrained proposition.

Soul offers an measureless volume of character and value on tip of an endless list of customary reserve facilities certain to interest to all consumers looking for a well-equipped car matched to their personalities, including front chair active headrests, twin front modernized airbags, front seat-mounted and full-length side screen 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 back press zones, side-impact doorway beams, an impact-absorbing steering mainstay and Lower Anchors and Tethers for Children (LATCH) complement also come standard.

2011 Kia Motors America Product Line
Kia’s indication year 2011 car line includes a Sorento CUV, Sportage compress CUV, Optima midsize sedan, Soul civic newcomer vehicle, Forte compress sedan, Forte 5-door compress hatchback, Forte Koup two-door coupe, Rio sub-compact sedan, Rio5 sub-compact hatchback and Sedona minivan.

About Kia Motors America
Kia Motors America (KMA) is a selling and placement arm of Kia Motors Corporation formed in Seoul, South Korea. KMA offers a finish line of vehicles by some-more than 730 dealers via a United States and serves as a “Official Automotive Partner of a NBA.” In 2010, KMA accessible a best-ever U.S. sales and 16th uninterrupted year of increasing U.S. marketplace share. Kia is staid to continue a movement and will continue to build a code by pattern innovation, quality, value, reserve facilities and new technologies.

Information about Kia Motors America and a full car choice is accessible during a Web site For media information, including photography, revisit

1 Price is manufacturer’s suggested sell cost (MSRP) for bottom model, excludes finish and doing charges of $695, taxes, pretension and permit fees, additional options and tradesman charges. Actual prices set by retailer.
2Sirius services need subscriptions, sole alone after 3-month hearing enclosed with car purchase/lease. Subscriptions governed by SiriusXM Customer Agreement during If we confirm to continue your Sirius use during a finish of your nominal trial, a devise we select will automatically replenish and check during then-current rates until we call Sirius during 888-539-7474 to cancel. Sirius U.S. Satellite use accessible usually to those during slightest 18 years of age in a 48 constant United States, D.C. and PR. Go to for accessible coverage. 2011 SiriusXM Radio Inc. Sirius, XM and all associated outlines and logos are trademarks of SiriusXM Radio Inc.
3 Optional Kia appendage wire compulsory for iPod mobile digital device connectivity. Cable and iPod sole separately. iPod is a purebred heading of Apple Inc.
4 Microsoft is a purebred heading of Microsoft Corporation in a United States and/or other countries.

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