The new breed of hybrid.
Kia’s is positioning its range as "the new breed of Hybrid" causing a commotion among the hybrids of old in a campaign via Innocean Australia.
The fuel crisis early this year began to push more buyers into electric and hybrid vehicles.
“We knew our hybrid range was delivering on exactly what hybrid buyers wanted out of the market,” said Kia Australia general manager – marketing, Dean Norbiato.
“Problem was, not enough Aussies knew we even made hybrids, let alone ones this good to drive. With this campaign, we set out to challenge and change that.”
The campaign, which is currently live across TV, OOH, Social, BVOD, and Radio, follows a battle-scarred centaur and a Kia Sportage Turbo Hybrid in a competition for hybrid supremacy.
“The brief was a simple one, announce to Australia that Kia had a new breed of hybrids,” said Innocean group creative director, Darren Wright.
“Doing that in a way that cut through and gained attention, well that’s always the interesting bit.
“Luckily we have client partners that always want to push beyond the usual tropes of the category.
“And having a herd of old battle hardened centaurs discovering, chasing and eventually passing the mantle to the new breed of hybrids, certainly did that.”
Credits
Client: Kia Australia
Creative Agency: Innocean Australia
Media Agency: Advertising Associates
Production Company: FINCH
Director: Nick Ball
Managing Director: Corey Esse
Producer: Caroline David
Edit: ARC
Composer: Jonathan Dreyfus
Sound: Massive Music
Post & VFX: Alt.vfx
