February 4, 2013
Hulu picked it’s top 5 moments of Super Bowl XLVII. The advertising, not including the power outage, National Anthem and Pepsi halftime show… or the game itself(?)
1. Budweiser Clydesdales in “Brotherhood”
2. Godaddy “Perfect Match”
3. Doritos “Goat 4 Sale”
4. MilkPEP – Dwayne ‘the Rock’ Johnson “got milk? – Morning Run”
5. Kia “Space Babies”
January 30, 2013
When it comes to our kids, there’s an age-old question that has perplexed parents for generations. “Where do babies come from?” Now, for the first time ever, we’ll reveal this untold story through an epic journey, nine months in the making.
Watch as a nervous father navigates through this delicate situation, with a little help from his 2014 Kia Sorento SX Limited and UVO voice-activated infotainment system that plays “Wheels on the Bus”. With all of its many features, it has an answer for everything. So fasten your diapers — these babies are ready for launch.
Join our Game Day ad conversation on Twitter with @Kia using #SpaceBabies
To learn more about the Kia Sorento, visit:
http://www.kia.com/sorento/
http://www.facebook.com/kiasorento
http://twitter.com/kia
https://plus.google.com/+kia/posts
January 25, 2013
“Space Babies” Takes Viewers on A Journey Nine Months in the Making to Introduce the Family-Friendly 2014 Sorento CUV and Kia’s Next Generation UVO eServices Voice-Activated Infotainment System. Director Jake Scott helms 60-second mini-movie set on the distant planet “Babylandia;” Sneak preview available this weekend in movie theaters and at youtube.com/kia
For generations, inquisitive young minds have asked the burning question that all parents dread. A question that leaves many moms and dads stumbling to find the right words to carefully, and sometimes creatively, navigate the most delicate of situations. On February 3, with more than 100 million people watching, Kia Motors America (KMA) will tell the story that hasn’t been told as a flustered father shares an epic tale with his curious young son from behind the wheel of the new 2014 Sorento CUV. Scheduled to air in the fourth quarter of Super Bowl XLVII and directed by Jake Scott , “Space Babies” reveals the existence of a faraway planet known as “Babylandia” and follows infant boys, girls, dogs, pandas and more on their journey to Earth to join their new families. After taking it all in, the curious child begins to offer an alternative theory passed on by a friend but his quick-thinking father calls upon UVO’s voice-activated jukebox feature to hurriedly change the subject and survive another day in the adventures of parenthood.
Created by David&Goliath, KMA’s advertising agency of record, a special expanded version of “Space Babies” will be viewable at YouTube.com/Kia leading up to the big game. As one of the fastest growing car companies in the U.S. over the last five years, Kia returns as a Super Bowl advertiser for the fourth straight time. After becoming the first advertiser to debut a Super Bowl commercial in movie theaters before the big game last year, “Space Babies” will air on more than 33,000 screens nationwide beginning on February 1 as part of ScreenVision and National CineMedia’s FirstLook. “It has an answer for everything™” is a fully integrated marketing campaign incorporating TV, cinema, digital, print, social media and in-dealership components.
“Tight Space”
In the first spot of the Sorento’s “It has an answer for everything™” campaign, titled “Tight Space,” parental creativity is in high gear when two of the CUV’s available features – power-folding mirrors and power liftgate – help a determined father make the slimmest parking garage space manageable while his skeptical wife and children look on. Created by David&Goliath, “Tight Space” spot was directed by Peter Darley Miller and Colin Jeffery.
January 24, 2013
In a Super Bowl advertising blockbuster sequel, Kia Motors America will be back on the big screen for the premiere of its 2013 big game commercial. The fast-growing automaker’s complete 60-second “Space Babies” ad for the redesigned 2014 Sorento CUV will premiere on Feb. 1 on more than 19,000 movie screens nationwide in NCM Media Networks’ FirstLook pre-show program before airing during the fourth quarter of the game.
To build anticipation for its Super Bowl spot’s cinema debut, Kia will kick things off with 15-second teaser ads in movie theaters on Jan. 25. See the teaser video here.
Kia’s cinema launch strategy builds on the tremendous success Kia enjoyed last year when it became the first spot advertiser to ever premiere its spot on the silver screen before the big game. The NCM Media Networks and Nielsen NRG conducted a custom research study of consumers who had seen the Kia Optima commercial last year both in theaters as well as in the Super Bowl, and the positive effect of the combination of TV and cinema on the audience was significant:
Cinema Boosted Ad Recall
While 46-percent of people who saw the Kia ad in the Super Bowl were able to recall it unaided, that number jumped to 70 percent Unaided Recall for people who saw it both in NCM’s FirstLook at the movies and in the Super Bowl.
Cinema plus TV resulted in a 52 percent Unaided Recall increase, vs. TV alone.
When it came to Total Recall (Aided + Unaided), the combination of cinema plus TV resulted in 95 percent Total Recall of the ad by people who saw it both in NCM’s FirstLook at the movies and in the Super Bowl.
Cinema Boosted Intent to Purchase, Likability, and Positive Opinion of the Brand
People who saw the ad both in NCM’s FirstLook and in the Super Bowl were 39 percent more likely to consider purchasing a Kia than people who only saw the ad in the Super Bowl alone. The combination of cinema plus TV also resulted in significant increases in ad likability and positive opinion of the Kia brand in general.
“Kia’s blockbuster success as the first Super Bowl advertiser to ever premiere in cinema was the perfect set-up for a sequel this year,” said Cliff Marks, president of sales and marketing with NCM Media Networks. “The NCM Cinema Network is the number one network in the country on weekends, so the audiences flocking to our theaters on the Friday and Saturday before the big game will get to be the first to experience this fun commercial. Our 40-foot big screens certainly help to build brand buzz, and when smart advertisers like Kia use them in combination with TV, it can have a major impact on campaign ROI.”
“Launching Kia’s Super Bowl commercial in NCM’s FirstLook for the second consecutive year builds on last year’s tremendous success where we saw a noteworthy lift in purchase consideration and equally important, it created early buzz before more than 100 million people saw it during the big game,” said Michael Sprague, executive vice president, marketing & communications, KMA.
