By Barry Janoff
January 25, 2013: Seeking to make the most of its Super Bowl XLVII marketing strategy, Kia Motors America will jump the gun on the big game by unveiling its one minute jewel commercial two days before the game.
The spot, "Space Babies," which supports the 2014 Sorento CUV, will hit more than 33,000 movie screens on Feb. 1, as well as on YouTube. A 15-second teaser will be seen in-theater on Jan. 25.
The commercial will then make its network debut on CBS during the fourth quarter of Super Bowl XLVII on Feb. 3.
Kia, now in its fourth consecutive Super Bowl, will also air a 30-second spot for its Forte Sedan in the third quarter. Lead agency is David & Goliath, Los Angeles.
Kia's cinema launch will be part of ScreenVision and National CineMedia's FirstLook.
“The NCM Cinema Network is the No. 1 network in the country on weekends, so the audiences flocking to our theaters on the Friday and Saturday before the big game will get to be the first to experience this fun commercial," Cliff Marks, president of sales and marketing for NCM Media Networks, Centennial, Colo., said in a statement. "Our 40-foot big screens certainly help to build brand buzz, and when smart advertisers like Kia use them in combination with TV, it can have a major impact on campaign ROI.”
According to NCM, the commercial that Kia ran during last year's Super Bowl, "Mr. Sandman: Drive the Dream" — which starred model Adrianna Lima, MMA icon Chuck Liddell and heavy metal group Mötley Crüe — also broke early in theaters nationwide and drove awareness of both the ad and the company.
Some 46% of people who saw the Kia ad during Super Bowl XLVI were able to recall it unaided, but that unaided recall figure rose to 70% among people who saw it both as part of NCM’s FirstLook in theaters and on NBC during the Super Bowl, per NCM.
"Space Babies" is part of Kia's umbrella campaign for Sorento, "It Has An Answer for Everything."
The spot reveals the existence of a distant planet, Babylandia, and follows infant boys, girls, dogs, pandas and others as they journey to Earth to join their new families. It turns out the fictitious tale is being told by a dad who has been asked by his young son where babies come from.
After listening to his father, the kid begins to offer an alternative theory passed as told by a friend, which, it turns out, is much closer to reality. Dad calls upon UVO’s voice-activated jukebox feature to quickly change the subject.
Another Sorento spot currently airing, "Tight Space," shows how a driver uses the power-folding side view mirrors and power lift gate to navigate his way into a tight parking spot.
"The Super Bowl is a high-profile platform that Kia has used very successfully the last three years to launch new vehicles and raise consumer awareness."
"As the marketing event of the year, the Super Bowl is a high-profile platform that Kia has used very successfully in each of the last three years to launch new vehicles and raise consumer awareness and perception for the brand," Michael Sprague, evp-marketing and communications for KMA, said in a statement. "Every day is an adventure in parenting, and 'Space Babies' is an entertaining look at life's challenges and the many ways the Sorento's long list of technologies and amenities can make getting through the day just a little bit easier."
Regarding the strategy of breaking the spot early in theaters, Sprague said that NCM’s new "Big Game Ad Showcase," a premium placement pod designed to give audiences a preview of Super Bowl commercials, will play a key role in driving awareness.
“Launching Kia’s Super Bowl commercial in NCM’s FirstLook for the second consecutive year builds on last year’s tremendous success, where we saw a noteworthy lift in purchase consideration and equally important, it created early buzz before more than 100 million people saw it during the big game," said Sprague.
Another current Kia marketing campaign stars Blake Griffin in a series of commercials in which he is able to time-travel in his Optima, with the aid of UVO’s voice-activated jukebox, to offer advice to younger versions of himself ("Practice your free throws." "Don't wear jean shorts.").
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