In a marketing effort to promote the 2018 Kia Rio, the car company recruited a group of musicians, producers, percussionists and DJs to create a beat using the car as a musical instrument. The creative commercial aimed to reinforce the brand's slogan, "The Small Car That Can Do Big Things." Using the noise of a revving engine, the car's doors, window shield wipers, locks and turn signals, the group of musicians successfully created a dynamic sound that embodied Kia's philosophy, of big things coming in small packages.
Kia, the youngest mainstream car company in America, used this 90-second ad spot to demonstrate its values of "youth, innovative spirit and nimbleness" to a more youthful and like-minded demographic.
Key Themes Behind This Trend
- Interactive Advertising
- Utilize interactive elements in advertisements to engage and captivate audiences.
- Creative Marketing Techniques
- Explore innovative ways to promote products and reinforce brand messaging.
- Sound Integration in Branding
- Incorporate sound elements to enhance brand identity and create memorable experiences.
Where This Applies
- Automotive
- Leverage technological advancements to create unique and engaging automotive advertising campaigns.
- Music and Entertainment
- Collaborate with musicians and DJs to create sound-based marketing campaigns that resonate with audiences.
- Advertising and Marketing
- Experiment with unconventional marketing techniques to stand out in a competitive landscape.
