“It’s not a minivan. It’s a Sedona.”
That’s not Kia Motors America’s slogan verbatim, but it might as well be.
The Irvine-based marketing arm of Kia Motors Corp. in South Korea launched an advertising campaign that appears to be targeting older, parenting Millennials, “who do not want to be confined by the conventional design limitations” of the “bland and predictable” minivan segment, according to Tim Chaney, Kia’s vice president of marketing communications.
The 30-second TV ad, created by Kia advertising agency of record David & Goliath, features a sleek black vehicle navigated by stunt drivers around a closed track. The campaign slogan, “It’s not a sports car. It’s a Sedona,” appears after three passengers in racing suits and helmets are shown getting comfortable in the restyled minivan.
“The element of desire was a major theme in the design and engineering of the all-new Sedona, and our campaign was conceived to signal that something different is going on at Kia,” Chaney said in a statement. The ads are appearing on NBA TV. Later spots will air early next year. Kia spent $403 million on marketing in 2013 and $235.6 million in the first half of this year, according to New York-based Kantar Media.
Taco Games
Tacos and video games—life doesn’t get better for Taco Bell Corp.’s customer base, if the Irvine-based fast-food chain’s new promotion is an indicator.
Taco Bell has partnered with Sony Computer Entertainment America LLC in San Mateo to launch a co-branded, six-week promotion that gives fans the chance to win a Limited Edition PlayStation4 Destiny Bundle. Each “Big Box” of Taco Bell products will contain a unique code that consumers can text in to participate. A winner will be notified an average of every 15 minutes during the promotion, according to the company.
The multiyear partnership began in 2012, when Taco Bell offered fans a chance to win the PlayStation Vita portable entertainment system.
Beach Bunny Ad
Beach Bunny Swimwear in Irvine kicked off its 2015 Cruise Campaign with a video spot featuring model Yara Khmidan. The commercial was shot by America’s Next Top Model Cycle 21 mentor and Beach Bunny photographer, Yu Tsai, whose work has also appeared in magazines such as Sports Illustrated, Bazaar, Marie Claire and Vogue. The seductive footage of Khmidan is set to “Playing with Hearts Fonzerelli Indie Dance 80’s Mix” by Benny Maze and Danny Inzerillo, and it can be seen on the company’s YouTube channel.
Ad Forum
This year’s Integrated Marketing Forum lineup of speakers features an interesting mix of industry pros: Didier Rombaut, a social media strategist at Cisco Systems Inc.; Kevin Platshon, digital marketing manager at GoPro Inc.; Rebecca Corlis, inbound marketing manager at HubSpot; Rob Poetsch, director of public affairs and engagement at Taco Bell; and Kathleen Kross, marketing manager at Ford Motor Co.
Irvine-based digital marketing agency Rhythm is hosting the third annual event on Nov. 20 at the Ford Design Showroom in Irvine.
“The focus of the 2014 Integrated Marketing Forum is on how brands need to deliver valuable experiences that are centered around the customer,” Craig Cooke, chief executive of Rhythm, said in a statement. “GoPro, Cisco, Taco Bell and other 2014IMF presenting brands are leading by example when it comes to putting the customer first. These brands will be sharing their insights and with this year’s lineup, I know we will again sell out.”
