Last year was a big year for Kia. In addition to several important new vehicle launches the brand took a moment to celebrate its twentieth year in Canada.
We saw an opportunity to use the occasion to challenge some of the outdated perceptions of the brand and reintroduce Canadians to Kia. Long Live Surprise became the brand’s rallying cry and the platform from which we highlighted the surprising ethos of their entire line-up of vehicles.
We were not surprised by the results. Kia experienced a 4.7% increase in sales in an automotive market that was heading in the opposite direction. Brand familiarity grew 5% over the previous year and search interest reached an all-time high.