Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Nothing Trivial About Kia

Nothing Trivial About Kia

Kia is teaming up with TV One’s brand new series of ‘Nothing Trivial’ to promote its new Cerato 5-door hatchback and also lift its brand profile in New Zealand.

Following a long association with the ‘Close Up’ current affairs programme, which was very successful in building the Kia brand, Kia Motors has been searching for a suitable way to connect more directly with key audiences in this market.

Kia has produced its first wholly-New Zealand television commercial based around the ‘Nothing Trivial’ series now running on TV One, which will also be integrated with a Facebook campaign and make use of the in-flight trivial pursuit questions on Air New Zealand’s domestic jet flights.

“It’s a strategic, multi-media campaign that is designed to make the most of the changes taking place in the way people are viewing TV and using social media,” says Todd McDonald, General Manager of Kia Motors New Zealand.

The TV advertising that appears in association with ‘Nothing Trivial’ invites viewers to log onto the Kia Motors NZ Facebook page, ‘like’ Kia and then answer a trivial question, which will put them into a draw to win a New Zealand Road Trip valued at $5,000, along with weekly prizes.

Mr McDonald says the ‘Nothing Trivial’ TV programme has a strong female audience, a prime target for Kia’s all-new 5-door Cerato hatchback, which goes on sale in New Zealand in September.

He adds: “We wanted to ally ourselves with a TV series that is typically Kiwi and has a high association with our target market – research showed us that ‘Nothing Trivial’ was the only programme that enabled us to speak directly with our target audience in such a special way.”

Unlike the ‘Close Up’ sponsorship that finished last year, ‘Nothing Trivial’ does not carry any Kia naming association with the programme, even though it receives the car company’s support. Whereas the ‘Close Up’ sponsorship was aimed specifically at building the Kia brand, the new campaign is more product-specific and features adverts produced around the trivial pursuit theme, which have been filmed entirely in New Zealand (previous TVCs have used overseas-made footage).

“We are transitioning to a more sophisticated level of brand association that involves greater interaction with our target audience. It’s more interesting and a lot more fun for the viewers,” says Mr McDonald.

To complement the ‘Nothing Trivial’ and associated Facebook campaign, Kia Motors is also running advertising within the Air New Zealand in-flight trivial pursuit questions shown on domestic jet service screens.

The Kia Cerato 5-door hatchback launches throughout New Zealand this month with a choice of 1.8-litre or 2-litre engines, six-speed automatic transmission, front and rear parking sensors and a high level of luxury equipment starting from just $29,990 + ORC. Like all Kia passengers vehicles sold in New Zealand it benefits from Kia’s acclaimed 5-year Warranty Programme, 24-hour emergency roadside assistance and free 1,500km first service.

ENDS

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

China Shopping: NZ-China FTA Upgrade Agreed Among Slew Of New Deals

New Zealand Prime Minister Bill English and China Premier Li Keqiang signed off a series of cooperation deals spanning trade, customs, travel and climate change and confirmed commencement of official talks on an upgrade to the nine-year old free-trade agreement between the two countries. More>>

ALSO:


Media: TVNZ Flags Job Cuts To Arrest Profit Decline

Chief executive Kevin Kenrick said the changes were aimed at creating "a sustainable future video content business for TVNZ in an ever-changing media market." More>>

ALSO:

Reserve Bank: Wheeler Keeps OCR At 1.75%

Reserve Bank governor Graeme Wheeler kept the official cash rate unchanged at 1.75 percent, as expected, and reiterated his view that the benchmark rate doesn't need shifting for the foreseeable future. More>>

ALSO:

Trade Plans: Prime Minister's Speech To International Business Forum

"The work to improve public services, build infrastructure, and solve social problems is possible only because we have enjoyed sustained, solid economic growth. A big reason for that is the Government’s consistent agenda of economic reform, and our determination to open up more opportunities for trade with the world." More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news