Following the success of its Super Bowl advertising debut last year, Kia Motors America is returning to the big game with a fully integrated and interactive marketing campaign incorporating TV, digital, print, social media and in-dealership components to introduce the all-new 2011 Optima midsize sedan. At the center of the initiative is a new 60-second spot that will air in the first quarter of Super Bowl XLV titled ‘One Epic Ride,’ and Kia will extend the campaign by giving away up to five Optimas through its ‘One Epic Contest.’
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As part of the ‘Dream The Impossible’ documentary series, Honda debuted its eighth short-film documentary, ‘The Undying Dream,’ at the Sundance Film Festival. Directed by Ondi Timoner, the only filmmaker to twice win the Grand Jury Prize at the Sundance Film Festival, with producers @radical.media, the film brings to life a Honda corporate principle—the challenging spirit.
In the unique ‘One Tonne Life’ project, launched January 19, the Lindells family of four will try to live within the limits of one tonne of carbon dioxide emissions per person per year. The project has been initiated by A-hus, Vattenfall and Volvo Cars, with ICA and Siemens being the project’s specialist industry partners. The family lives in a climate-smart wooden house, use an electric car and turn to advanced energy solutions, which are already available or will become available in the very near future.
Fiat 500 released a series of eye-catching prints illustrated by Bruno Nakano promoting the customization service, available at the www.fiat.es website. The concept of the five great prints, taglined ‘Add something, change everything,’ is revolving around the idea of changing one thing to completely re-imagine the basics—by adding just one new feature you can make the whole object evolve to a completely new level.
Beginning of a new year is the time for global companies to introduce or at least announce new changes in their business tactics. Starbucks has changed its logo and declared its commitment to get out of the circle, and Hyundai is unveiling its new motto. The database of the brand’s slogans now welcomes a newcomer, ‘New Thinking. New Possibilities,’ which comes as part of the auto maker’s new brand concept, ‘Modern Premium.’
Toyota is teaching web users an English grammar lesson and promotes its new Prius line at the same time. The automaker decided to leave all the technical talks behind and focus on debates revolving around making its name plural (now, since there will be more models in the range, this question should be resolved once and for ever). To gear up discussion, the brand commissioned the Saatchi & Saatchi agency to create something really catchy—and the creative team develop a nice video in a children educational song’s tone.
Audi fans can now take a trip down memory lane through the brand’s 100-year history with the new heritage section on its www.audi.co.uk website. Visitors to the site can take in the sights of iconic Audi cars, observe Vorsprung durch Technik in action, re-live the thrills and spills of the brand’s motorsport record, and explore how four companies became one.