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Product Name: Kia Optima
Client: Kia Motors America
Launch Date: February 6, 2011
Campaign Elements: TV, Digital, Print, OOH, POS, Contest Initiative
Name of Executions: Optima “One Epic Ride”
Tagline: Not your average midsize sedan.
Where Airing: National: Beginning during the Super Bowl, February 6, 2011, the spot will appear on national TV as well as have a presence in print, outdoor, online through social media sites such as YouTube and Facebook. In addition, Kia is launching a contest initiative: “One Epic Contest”.
Media Agency: Innocean/Planning; Initiative/Buying
Target Audience: Middle “Xers”. Both male and female, 33-49, HHI $70K+, May or May Not be Parents, Segment Intenders and Recent Entrants.
