Kia Canada is promoting the Soul brand with an integrated advertising campaign, “Soul Seekers”, online at peerintoasoul.ca and www.jemevoisdanslasoul.ca. The campaign features three TV commercials, Mobsters, Cabin and Well, along with newspaper and trade magazine ads, point of sale posters, nationwide dealership special events.
Kia ran a national teaser campaign of three unbranded 15-second TV executions in the two weeks leading up to the launch. Each wordless teaser featured an unsettling close-up of a character staring intently into the camera, seemingly peering into the viewer’s living room. With the release of the three 60 second spots, the audience discovers these characters are part of larger cinematic stories.
Two mobsters turn up to take a look inside an abandoned car. Here’s trouble… Click on the image below to play the Mobsters video in YouTube (HD)
A well meaning fellow heads off to alert the police to the plight of his friend trapped at the bottom of a well. Click on the image below to play the Well video in YouTube (HD)
Four women staying in a mountain cabin are about to be disturbed by a murderous masked intruder. Click on the image below to play the Cabin video in YouTube (HD)
Zenith Optimedia teamed with Canwest to leverage the return of the popular television program, “24.” Soul teaser visuals proceeded exclusive video content from “24” and were distributed to mobile phones.
The Kia Soul/24 partnership continues with a spy-themed online video game (www.winyoursoul.com), where would-be secret agents navigate through challenging puzzles, integrated with Soul content. The contest culminates in the giveaway of a Kia Soul in April at Toronto’s Eaton Centre.
In the Quebec market, the Soul will sing loudly with help from Zenith Optimedia and Astral Media. Contest-themed outdoor, online, radio and TV presence lead up to an event and Soul giveaway on the night of Britney Spears’ concert at Montreal’s Bell Centre on March 20th.
The Soul Seekers campaign was developed at Publicis, Toronto, by executive creative director Duncan Bruce, associate creative director/copywriter Gary Holme, creative director Pat Pirisi, art director Gary Holme, producer Dale Harrison, VP/brand director Tony Ciccia, and account supervisor Dan Clark.
Filming was shot in California by director Mark Gilbert via Untitled Films, Toronto, by executive producer Peter Davis, line producer Sean Cooley, director of photography Robert Yeoman, production designer Stephen Sumney, and art director Gus Black.
Editor was Mick Griffin at Rooster Post Production, Toronto, with producer Melissa Kahn and assistant editor Jeff Poremba.