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.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Trade: NZ Trade Deficit Widens To A Record In September

Oct. 27 (BusinessDesk) - New Zealand's monthly trade deficit widened to a record in September as meat exports dropped to their lowest level in more than three years. More>>


Animal Welfare: Cruel Practices Condemned By DairyNZ Chief

DairyNZ chief executive Tim Mackle says cruel and illegal practices are not in any way condoned or accepted by the industry as part of dairy farming.

Tim says the video released today by Farmwatch shows some footage of transport companies and their workers, as well as some unacceptable behaviour by farmers of dragging calves. More>>


Postnatal Depression: 'The Thief That Steals Motherhood' - Alison McCulloch

Post-natal depression is a sly and cruel illness, described by one expert as ‘the thief that steals motherhood’, it creeps up on its victims, hiding behind the stress and exhaustion of being a new parent, catching many women unaware and unprepared. More>>


DIY: Kiwi Ingenuity And Masking Tape Saves Chick

Kiwi ingenuity and masking tape has saved a Kiwi chick after its egg was badly damaged endangering the chick's life. The egg was delivered to Kiwi Encounter at Rainbow Springs in Rotorua 14 days ago by a DOC worker with a large hole in its shell and against all odds has just successfully hatched. More>>


International Trade: Key To Lead Mission To India; ASEAN FTA Review Announced

Prime Minister John Key will lead a trade delegation to India next week, saying the pursuit of a free trade agreement with the protectionist giant is "the primary reason we're going" but playing down the likelihood of early progress. More>>



MYOB: Digital Signatures Go Live

From today, Inland Revenue will begin accepting “digital signatures”, saving businesses and their accountants a huge amount of administration time and further reducing the need for pen and paper in the workplace. More>>

Oil Searches: Norway's Statoil Quits Reinga Basin

Statoil, the Norwegian state-owned oil company, has given up oil and gas exploration in Northland's Reinga Basin, saying the probably of a find was 'too low'. More>>


Modern Living: Auckland Development Blowouts Reminiscent Of Run Up To GFC

The collapse of property developments in Auckland is "almost groundhog day" to the run-up of the global financial crisis in 2007/2008 as banks refuse to fund projects due to blowouts in construction and labour costs, says John Kensington, the author of KPMG's Financial Institutions Performance Survey. More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news