LeBron James dit la vérité sur la KIA K900

L’année dernière, LeBron James tweetait « Rolling around in my K900. Love this car!! », avant d’officialiser sa collaboration avec Kia Motors. Aujourd’hui, alors que les ventes du K900 dépassent largement les projections, LeBron James, 11 fois All-Star et passionné de voitures, revient sur le devant de la scène avec sa K900 et prouve que la voiture est « Fit For A King » (« faite pour un roi ».)

Dans le spot « Ten Mil » – et dans les suivants non diffusés à ce jour, « 1 000% » et « Spaceship », LeBron James et ses associés essaient de faire taire leurs détracteurs.




Créé par l’agence David&Goliath, cette publicité montre bien les changements opérés par cette transformation de la marque et de sa perception parmi la cible. « LeBron James joue un grand rôle dans nos initiatives qui visent à changer le comportement de nos consommateurs », a déclaré Tim Chaney, Vice President of Marketing Communication de Kia Motors America.

Depuis la signature de la superstar des Cleveland Cavaliers, Kia s’est engagé dans une entreprise de changement d’opinion sur la marque. En effet, en un an, plus de 30 000 tweets mentionnant à la fois LeBron James et Kia, la majorité d’entre eux étaient négatifs. Seuls 30% de ces 30 000 tweets trouvait la collaboration sincère et authentique.

Avec son contrat avec Kia, les revenus issus du sponsoring de la part de LeBron James avoisinent les 45 millions de dollars grâce à ses collaborations avec Nike, Coca-Cola, Beats By Dre ou encore Samsung.

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