Kia occupe le terrain avec ses partenariats sportifs

L’année 2012 est une année calme pour Kia aux Etats-Unis. Généralement, cette phrase n’est pas bon signe dans le secteur automobile mais le constructeur sud-coréen a décidé d’occuper le terrain avec différents spots TV et des partenariats pour faire la promotion de ses véhicules Soul et Rio.

Traditionnellement, Kia utilise le SuperBowl pour mettre en avant la Kia Optima et notamment lors du SuperBowl 2012 avec une publicité que vous avez remarqué avec la mannequin de Victoria’s Secret, Adriana Lima ; une publicité qui en dit long sur la stratégie et l’angle créatif de la marque. Un angle créatif justifié par Michael Sprague, Vice-Président de Kia Motors America, qui affirme que la tonalité décalée n’est pas tant pour toucher une cible bien précise mais pour positionner la marque dans les esprits de tous les consommateurs. « Puisque nous utilisons la TV pour construire la notoriété de notre marque et ensuite les amener vers notre site, notre approche et notre communication doivent nous aider à positionner Kia comme une marque cool et fun, qui ne se prend pas trop au sérieux. C’est ce que nous avons réussi à faire avec notre publicité au SuperBowl où nous avons vu arriver dans nos concessions des clients de 23 à 80 ans ! » 

Et pour soutenir ce positionnement et continuer de véhiculer cette nouvelle image de marque en cette année « creuse », Kia revient avec deux publicités avec deux de ses ambassadeurs, la star des Los Angeles Clippers Blake Griffin et la golfeuse Michelle Wie.

Michelle Wie se retrouve en Ecosse en pleine session de « golf-trap » (du ball trap en faisant du golf) tandis que Blake Griffin devient le cobaye de la nouvelle expérience de la marque orchestrée par Jeff Goldblum. Souvenez-vous, en 2011, lors du concours de dunk au All-Star Game, Blake Griffin sautait par dessus une Kia Optima. En 2012, Kia essaie de faire sauter une Kia au-dessus de Blake Griffin… Clairement le résultat n’est pas le même!




Pour David Sprague, 2012 est l’année de « construction de marque » avec un recentrage sur les produits phares tout en regardant ce qui a marché et n’a pas marché durant les 3 dernières années (durant lesquelles Kia a lancé 9 nouveaux produits!!), avant une « très grande année 2013 ».


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