IRVINE, Calif. – When the funky Soul urban passenger vehicle arrived in 2009 it announced Kia Motors’ design-led transformation and immediately stood out from its boxy competitors with an intriguing combination of eye-catching looks, a unique personality and a memorable advertising campaign starring a trio of music-loving hamsters. The evolution of the Soul continues this weekend with the debut of a new 60-second spot for the significantly refreshed 2012 Soul featuring the return of the hamsters and this summer’s hottest song, “Party Rock Anthem,” by electro-pop group LMFAO. “Share Some Soul” is set in a dark, futuristic videogame world in which the hamsters turn a fierce battle between alien robots and humanoids into an interstellar dance party.
“The success and popularity of the Soul continues to grow and attract new customers to the Kia brand, and with music playing an important role in our marketing efforts it is the perfect time for the hamsters to return for a third installment featuring the infectious sounds of LMFAO’s ‘Party Rock Anthem’ to highlight the 2012 Soul’s new attributes,” said Michael Sprague, vice president, marketing & communications, KMA. “After just two model years, the Soul receives significant technology improvements for the 2012 model year and delivers class-leading power and fuel efficiency. Our new multifaceted campaign will continue to raise consumer awareness, perception and consideration for the Kia brand through online engagement, experiential activations and TV.”
“LMFAO is striking both visually and sonically,” said Jennifer Frommer, senior vice president, brand partnerships, Interscope. “The same can be said about Kia and their Soul hamster campaigns. Together with the entire Kia Motors team we devised an integrated program tapping into the band’s cultural phenomenon with their song of the summer “Party Rock Anthem.”
The 60-second “Share Some Soul” spot, available now athttp://www.youtube.com/kiasoul, will make its television debut on August 28 during the MTV Video Music Awards (VMAs) and will begin appearing on thousands of movie screens across the country on September 2. 30-second versions will appear on network and cable television beginning September 5 and the campaign will also have a presence on Facebook, Kia.com and YouTube. Beginning mid-September, consumers will be invited to participate in a LMFAO-inspired “shuffle” dance video submission contest hosted on the Kia Soul YouTube and Facebook channels for a chance to win cash and other surprise prizes.
Created by David&Goliath, KMA’s advertising agency of record, “Share Some Soul” finds three hamsters rolling through an apocalyptic landscape in an aptly named “Alien Green” 2012 Kia Soul with this summer’s hottest song, “Party Rock Anthem” by LMFAO – number one on the Billboard Hot 100 for six weeks – blasting from the hatchback’s new 350-watt Infinity®1 audio system. The hamsters bring style and flair to a dark and dreary scene with their fluorescent Hamstar® street wear and quickly capture the attention of battling robots when they emerge from their Soul and begin performing the latest dance trend, shuffling. Just as the Kia Soul infuses fun and personality into the compact CUV segment, the Hamsters’ positive energy causes the alien robots and humanoids to stop fighting, drop their weapons and shuffle and party together.
“Share Some Soul” is the third in a series of award-winning Kia Soul campaigns and builds on the popularity generated by “A New Way to Roll” and “This or That,” both of which received numerous accolades including Nielsen’s “Automotive Ad of the Year” two years in a row and Silver and Gold Effie awards.
Unveiled earlier this year at the New York International Auto Show, the 2012 Soul won critical acclaim for its finessed styling and increased power and higher fuel economy. With the new 2.0-liter engine, Soul now delivers a class-leading 164 horsepower2 (an increase of 22 horsepower over the previous model year), and the new 1.6-liter engine offers 138 horsepower (an increase of 16 horsepower) and fuel-saving and emissions reducing gasoline direct injection (GDI) technology. Mated to new more efficient six-speed manual and automatic transmissions, the 1.6-liter engine delivers up to a class-leading 35 miles per gallon3 (mpg) on the highway (up four mpg), while the new Soul will be among the first in the segment to offer Kia’s new Idle Stop and Go (ISG) technology (late availability), further enhancing its fuel-sipping capabilities.
Available in three trims – Soul, Soul+ (plus) and Soul! – the 2012 Soul’s exterior design has been updated with subtle changes to the front and rear fascias to project a wider stance, while new headlamps, taillights, side mirrors and wheels project a more modern look. All Soul models also are improved with redesigned and upgraded interiors, significantly better noise, vibration and harshness (NVH) reduction qualities, a more refined ride and many new standard features, including a tilt and telescoping steering column, Vehicle Stability Management (VSM) and Hill-start Assist Control (HAC).
Design-Led Transformation and Product Line
Kia Motors has undergone a dramatic, design-led transformation, which has been delivering dynamically styled vehicles in several important segments at exactly the right time, contributing to the brand’s continued gains in U.S. market share. Kia is poised to continue its momentum and brand growth through design innovation, quality, value, safety features and new technology. Kia’s commitment to the U.S. market is represented by its U.S.-based manufacturing facilities in West Point, Georgia – KMMG – which will add the critically-acclaimed Optima midsize sedan to its production line in the near future. Kia’s model year 2012 vehicle line includes the Sorento CUV, Sportage compact CUV, Optima midsize sedan, Optima Hybrid, Soul urban passenger vehicle, Forte compact sedan, Forte 5-door compact hatchback, Forte Koup two-door coupe, all-new Rio and Rio 5-door sub-compacts and Sedona minivan.
About Kia Motors America
Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 740 dealers throughout the United States and serves as the “Official Automotive Partner of the NBA.” In 2010, KMA recorded its best-ever U.S. sales and 16th consecutive year of increased U.S. market share. Kia is poised to continue its momentum and will continue to build the brand through design innovation, quality, value, safety features and new technologies.