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.