Kia Motors America Inc. went for old Hollywood film noir with its latest digital marketing efforts.
The Irvine-based automaker released a series of video clips—for YouTube and its own website—called “The Features Film.” They aim to highlight several vehicle features, ranging from safety to technology, within its car lineup.
Eight different vehicles are being touted throughout the clips, including the Forte, Soul, Niro and Sportage.
The automaker sees the creative campaign as one way of standing out amid other automotive marketing of late, by launching at a time when summer blockbusters have traditionally—but not this year—been queued for the movie theaters.
Kia Director of Marketing Operations Russell Wager called it a “way to differentiate ourselves,” while making the appeal to consumers with “highly creative content.”
The company’s creative agency of record David&Goliath handled the noir-inspired videos.
The campaign consists of a six-minute film, which is broken down into 13 15-second videos. There are also 30-second and 60-second trailer teasers.
