The hamsters are back.
Irvine-based Kia Motors America Inc., part of South Korea’s Hyundai Kia Automotive Group, is giving its Soul crossover vehicle another go with a marketing push in between product launches.
The automaker debuted the Soul last year with a campaign featuring three hipster hamsters cruising around town in their Kia Soul and blasting music at other hamsters spinning in exercise wheels.
The campaign created a buzz, especially with dealers who capitalized on consumer interest by offering free hamsters with each purchase, or by putting big stuffed hamsters behind the wheels of Souls in showrooms.
“It was a great conversation piece and helped break the ice when a consumer came in,” said Michael Sprague, vice president of marketing at Kia.
The campaign—created by El Segundo-based David & Goliath—was a watershed moment for the automaker, which had battled years of negative press about its South Korean designed and built cars.
“Soul served as a halo vehicle for us,” Sprague said.
Kia is giving the Soul a push before its next Sportage sports utility vehicle comes out in August. The Soul ads took a backseat to marketing for the redesigned Sorento, which launched in February.
In the latest Soul advertising, the hamsters are grooving to Black Sheep’s 1990 hip-hop song “The Choice Is Yours” and comparing the Soul to other sad rides—hamster wheels, a toaster, a washing machine and a cardboard box.
The campaign is made up of a 60-second spot on TV and in movie theaters, a 30-second TV spot and a 15-second online ad.
The hamsters have spawned a line of T-shirts, hats and hoodies dubbed “Hamstar.”
“People approached us and asked if there was any hamster-related apparel they could buy,” Sprague said. “Even our dealers were asking us if they could use it as part of their closing tools.”
The automaker started a website—Hamstarclothing.com—where people can buy shirts and others items designed by David & Goliath and Long Beach-based 530medialab.
Sprague said he never expected to reprise the hamsters.
“I think it surprised all of us how much the hamsters resonated with consumers,” he said. “A year ago we were at the Forte launch and a journalist asked me about the hamsters. I said then that we would not use them again. I’ve learned never to say never.”
Quirky Web Series
Irvine-based Taco Bell Corp. has started an animated Web series to help promote a $2 value meal.
The Mexican restaurant chain, part of Louisville, Ky.-based Yum Brands Inc., started the quirky series featuring cartoon characters known as the Super Delicious Ingredient Force last month.
A parody of the “Super Friends” cartoon of the 1970s, Taco Bell’s team is made up of Captain Enchilada Sauce, Steak Maximus, Incredibean, Dr. Steve Value and others.
The campaign is by the Irvine office of Chicago-based DraftFCB.
The first episode introduced consumers to the cast of heroes and shows viewers how they take on inferior fast food. When a diner is attacked by the Cruddy Combo Clan—an evil burger, shake and order of fries—the Taco Bell force comes to his rescue.
It’s the latest in a trend of companies targeting the Web with quirky approaches to get consumers talking and engaged on social networks.
“This is the best way for consumers to interact and get involved with a brand without making it feel like we’re selling something,” said Jeff Maerov, senior vice president and group creative director at DraftFCB.
The restaurant chain has started a Super Delicious Ingredient Force website and a Facebook page for each character.
“You could never do what we did on the Web in a broadcast way because it wouldn’t work in the 15- and 30-second world,” Maerov said.
The campaign is the brainchild of DraftFCB creative directors Berk Wasserman and Todd Durston, who developed the concept three-plus years ago for Taco Bell.
“They came up with the idea but didn’t know what to do with it,” Maerov said. “Every six or eight months they would dust it off and see if it was the right time.”
Don’t Pity This Promotion
Cue “The A-Team” theme music.
Lake Forest-based Del Taco LLC loves it when a plan comes together with its latest promotion of “The A-Team” movie.
The movie is a remake of the 1980s tele-vision series featuring a group of former special forces members working as soldiers of fortune while on the run from the military.
Dallas-based Idea Planet Inc. worked with Del Taco and 20th Century Fox for the promotion which includes radio ads, direct mail coupons and tray liners.
“We were looking at partnering up on a movie for the summer and when we saw ‘The A-Team,’ it was a no-brainer for us,” said Noah Chillingworth, senior director of brand marketing and advertising at Del Taco.
The promotion features a free A-Team collector’s cup with the purchase of any Macho meal or Macho drink purchase. A-Team wallpapers are available for download on the Del Taco Facebook page.
The campaign runs through June 22.
