Kia Super Bowl
Pre-Launch TV/OLV
Kia had 9 previous Super Bowl appearances. All celebrity-driven. Because “Here’s To The Great Unknowns” was core to our campaign, we opted to air a pre-launch. It offered a simple proposition—what if brands took big, celebrity paychecks and did something good with all that money?
Pre-Launch TV/Press Response
Kia/Super Bowl/Telluride Launch
Kia came to America 20 years ago. They were at the bottom of every quality list. More of a punchline than a carmaker. Through lung-collapsing effort, they now top most quality lists. Essential to that change was a town nobody had ever heard of—West Point, Georgia.
Super Bowl/Press Response
Social Response
Post-Play Search
We were #2 in post-game search overall.
Activation/”Great Unknowns Scholarship”
These days you can’t just hint at good intentions. You have to do something. Measurably. So we started a scholarship fund for scholars who typically would’ve remained unknown. And unfunded.
Digital OOH/Pre-Launch
In the weeks before the Super Bowl, we acquired digital billboards in cities across the U.S. The only message—”We are not famous.”
Kia HQ
Campaigns either evaporate. Or become part of a brand’s culture. If you wander the halls of Kia’s Irvine headquarter, you’ll see the new brand everywhere. In some places, two stories high.
Give It Everything
There’s no magic to Kia’s sudden rise in quality. Their ‘secret sauce’ was pouring insane determination into a very single-minded goal. They bought “GIVE IT EVERYTHING” about 90 seconds after we unveiled it.
A Lot Of Bulls/A Lot Of Mud
Very few automakers want a speck of dust on their vehicles. Kia will let you shoot their vehicles tearing it up. We didn’t hold back. Telluride sales have surpassed all projections.