THE ASK

Develop a retail campaign that leverages the Kia Sportage's distinctive design and in-demand variants to meet sales targets in the second half of 2023, with secondary support on the Seltos PE and Niro EV.

INSIGHT

The target audience seeks relief from anxiety through retail therapy, finding control and mood enhancement in shopping for a new vehicle.

OBJECTIVE

The Kia Sportage's connected features and technology put you at the center of the driving experience, making your car a personal oasis where you feel safe and free to be yourself.

THE ONLY CAR ON THE ROAD.

:30s TV/OLV

PERFORMANCE ANALYSIS

Kantar's analysis found that 'Only Car on the Road' excelled in English and French Canada markets, achieving high recognition, enjoyment, and brand linkage. The commercial surpassed normative branding levels, effectively conveying newsworthy messages about Sportage's hybrid features that positively resonate with consumers for both short-term consideration and long-term brand affinity.

In 2023, Kia Canada set a historic annual sales record with 79,199 units sold, surpassing the 2021 record well ahead of year-end. Additionally, electric vehicle sales nearly tripled year-to-date compared to 2022.