Kia Australia has launched a cinematic new campaign, placing its new range of electric vehicles in the middle of a zombie apocalypse and bringing a creative twist to the traditional product demo.
The campaign showcased the exciting new features of Kia's EV range, including Voice Command and Smart Park Assist.
It also positioned the vehicle as "zombie-proof" thanks to soundproof glass, foam-insulated tires, and a silent electric motor.
Helmed by creative agency Innocean Australia and directed by Francois Rousselet through creative production agency DIVISION, the campaign and its three ads were strategically launched during the Australian Open.
The campaign is set to run across digital, social, and television.
In a statement, Kia Australia GM of Marketing Dean Norbiato mentioned that creativity was a driving factor for the campaign's concept and overall marketing strategy for their line of EVs:
“A zombie apocalypse set against sunny Australian suburbia is a unique creative playground to showcase Kia’s EV range in a genuinely entertaining way.”
“We wanted to capture that laid-back Aussie spirit and ingenuity and distinctively showcase the role our range of electric vehicles, and their features, would play in a fantasy zombie world.”
The campaign highlights the transformative impact of collaborating with a skilled creative agency.
By partnering with an Australian agency, Kia was able to craft an ad that deeply connects with its target audience, reflecting cultural nuances and local values.
It is also a reminder of the value of thinking outside the box when promoting product features.
Instead of focusing solely on specifications, the campaign used creative storytelling to highlight the benefits in a way that is clever, fresh, and engaging.
Staying Alive with Kia
A 90-second ad opens with a woman discovering that her house has run out of milk.
A newspaper clipping on the fridge reveals that the world has been overrun by a zombie crisis, as she opens the garage door to go for a supply run in her Kia EV.
Swiftly maneuvering through hordes of suburban zombies on a crowded street, she easily drives her Kia over rocky and uneven terrain.
She arrives at the supermarket, where her quiet vehicle helps her evade the zombie horde after another survivor attracts their attention.
Another 30-second ad stars the same woman stepping out of the supermarket, as she summons her car with the push of a button.
Thanks to Kia's Smart Park Assist, she's able to safely get inside the vehicle with one hand holding a big bag of groceries.
Finally, the third ad features a pair of friends who run out of energy drinks while playing video games.
One of them is tasked with going to the store to get more. With his Kia EV, he quickly and quietly makes it to the same supermarket, running into the woman from the first two spots.
After retrieving the drinks, he puts them into his car's built-in minifridge, which keeps the cans cold on the ride home.
Last February, Kia and Innocean in the U.S. launched a campaign to promote the EV9.
