Breaking campaign - Kia Rio: RESPECT

Kia Motors Australia continues to challenge the market with the launch of the new Rio. The integrated campaign launches on 9th October on television with a spot entitled, “RESPECT”, created by Innocean Australia.

The Rio campaign highlights the elements that make it standout in the small car segment where buyers have traditionally had to compromise. Better styling, features and power are all part of this small car that has nothing to apologise about, instead, demands a newfound respect.

The famous anthem by Aretha Franklin, RESPECT has been given a fresh twist and is the soundtrack to activities online, television and in the activation area.

Steve Watt, National Advertising Manager, says "While the Rio name has a strong heritage in Australia this model is new from the ground up. The design is more stylish and agile and the handling has been tuned locally for Australian conditions. We like to think it's been reborn. In the same vein, we hope respect for this particular small car segment is reborn too."

Scott Lambert, Creative Director, Innocean, says “This campaign was destined to be fun: First, giving a funky masculine edge to Aretha Franklin’s classic. Second, Tim Bullock’s talent direction and timing. Third, a client who challenges the category. Respect."

The campaign pre-launched with phenomenal success via Kia’s Facebook page.

Over 100,000 people ‘liked’ the Rio in 6 weeks through a highly engaging ‘Tag N’ Win’ competition.

Link for the Kia Rio
Youtube TVC link
Youtube 'making of TVC' link

Credits

Client – Kia Motors Australia
Steve Watt, National Marketing Manager
Gerrit Walters, Brand and Advertising Manager

Agency - Innocean
Creative Director, Scott Lambert
Copy Writer, Jenny Mak
Art Director, Lyndal Kearney
Head of Broadcast, Tania Templeton
Planning Director, Kathy O’Connor
Group Business Director, Simon Hornery
Business Director, Janine Allan

Production Company – Prodigy
Director, Tim Bullock
Producer, Marge McInnes
Editor, Adam Wills
Music, Song Zu
Music Licensing by Music Mill: Donna Fitzhenry

Media Planning & Buying – Initiative Media

Social Media – We Are Social