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

 

Future Brighter Money: RBNZ Releases New Bank Note Designs

New Zealand’s banknotes are getting brighter and better, with the Reserve Bank today unveiling more vibrant and secure banknote designs which will progressively enter circulation later next year. More>>

ALSO:

Commerce: Supermarket Inquiry Finds No Breaches By Countdown

The Commerce Commission inquiry into anti-competitive behaviour by Countdown supermarkets, alleged by former Labour Party MP Shane Jones, has found nothing to warrant prosecution, although it warns supermarkets to take care in the way they communicate... More>>

ALSO:

Crown Accounts: English Flags ‘Challenge’ To Budget Surplus

Finance Minister Bill English is warning next month’s half yearly fiscal and economic update from the Treasury may not forecast a budget surplus, saying that returning the government’s accounts to surplus in 2015 will be “a challenge”, given the decline in commodity prices and weak global inflation. More>>

ALSO:

March 2015: Netflix To Launch In Australia And New Zealand

World’s Leading Internet Television Network to Offer Original Series, Movies, Documentaries, Stand-Up Comedy Specials and TV Shows for Low Monthly Price More>>

ALSO:

Price Of Cheese (Is Up): Dairy Product Prices Fall To Five-Year Low

Dairy product prices fell in the latest GlobalDairyTrade auction to the lowest level in more than five years, led by declines in rennet casein and skim milk powder. More>>

ALSO:

Gordon Campbell: On The Australians Scoring Trade Points Against Us With The Chinese

It hasn’t been a great year for Trade Minister Tim Groser... To top it off, Australia has just signed a FTA with China that has far better provisions on dairy exports than what New Zealand currently enjoys in our own FTA with China. More>>

ALSO:

Iwi & Local Consultation: Oil And Gas Block Offer 2015 Begins

Energy and Resources Minister Simon Bridges today announced the start of the Block Offer 2015 process for awarding oil and gas exploration permits. More>>

Industrial Action: Stats NZ Throwing Public Money Away Duplicating Data

The Public Service Association (PSA) says Statistics NZ are throwing money away by collecting the same data twice for official statistics such as the Consumer Price Index... As part of the ongoing industrial action, field interviewers who are PSA members are continuing to collect data, but are not sending it through to Statistics NZ. More>>

ALSO:

Other Stats:

Space: Rosetta's 'Philae' Makes Historic First Landing On A Comet

After more than a decade traveling through space, a robotic lander built by the European Space Agency has made the first-ever soft landing of a spacecraft on a comet. More>>

ALSO:

Get More From Scoop

 
 
Standards New Zealand

Standards New Zealand
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news