Oh Kia: Changing Canada, Grooving U.S.

Posted by Shirley Brady on July 22, 2010 01:30 PM

Kia Canada is highlighting its pro-social efforts with a new campaign called "Drive Change." Focused around its Facebook page, the campaign aims to "surprise and change the lives of real people" (such as restoring a basketball court in one day for at-risk teens), putting its corporate social responsbility at the heart of its brand.

As noted on its YouTube channel, the campaign is described as: "It's about innovating. It's hugging trees as well as corners and enjoying more fulfillment and fewer fill-ups. Drive change is about changing things for the better. Because when we change, we make the world around us better too."

The north-of-the-border campaign from Kia's agency, David&Goliath, is more earnest than D&G's hip 2010 spots for Kia America: the award-winning hamster campaign touting the Kia Soul and the Super Bowl "living toys" spot for the Sorento, which you can see after the jump.

Kia Canada's "Drive Change" campaign "clearly identifies our new world-class automotive design attributes while at the same time reflecting Kia Canada's ongoing commitment to help local communities," commented Maria Soklis, VP and COO of Kia Canada. "Drive Change will be the conduit to heightening our brand awareness by reaching out to establish an emotional connection with consumers through both traditional and social media, thus differentiating Kia from other automotive manufacturers."

Contrast how Kia is positioning itself in Canada with its U.S. spots this year:


Jonathan MacArthur Canada says:

I recently took part in a market study for Scion. A US agency (can't remember which) were interviewing young creatives in major canadian cities. A lot of questions about differences in culture arose.

I think that Canadians, as a culture, place more importance on the value proposition as motivation to buy. You can see this in the way they've storyboarded the Canadian spot.

I am a little disappointed to see the Canadian creative watered down, however.

July 22, 2010 02:06 PM #

Shirley Brady, Editor, Brandchannel United States says:

Interesting - thanks for your comment, Jonathan. I'm Canadian but have lived many years abroad, so interesting to hear your take on what Canadian consumers value in brands. I would think that hipper creative would fly, no? It's also interesting to see Kia taking a pro-social tack in Canada (re Pepsi Refresh, etc.)

July 22, 2010 05:07 PM #

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