Shhhh... Quiet Cars, Loud Campaign
What Caught My Attention About this Article
Most people would see Kia advertising an electric vehicle in the zombie apocalypse and scoff, open it out of curiosity, or just continue scrolling. I clicked. Why? Because the thought of electric vehicles being the most prominent mode of transportation in a zombie infested city seemed so silly, but entirely intriguing. It's not everyday a car company uses a zombie apocalypse to sell a product. I wanted to know how they turned "silent electric car" into "zombie survival".
Short Summary of the Article
In the campaign, Kia Australia collaborated with Innocean Australia to show off what is special about the electric vehicles whilst also set in a zombie apocalypse. In the ad, Kia's EVs are the ultimate survival tool. Kia especially highlights the silent electric motor to avoid detection, soundproof glass to muffle the music playing inside the car, and the foam tires to avoid pops and punctures. Directed by Francois Rousselet, the ad debuted during the Australian Open and is being shown on TV, digital and social platforms.
Three Key Takeaways From the Article
The article spotlights the importance and impact of partnering with a skilled creative agency, ie, the ability to make the ad entertaining and intriguing. The article also tells about the perfect timing and placement of the ad. Launching the ad during the Australian open, a huge event, ensures many will see it, including those who may not have any interest in the automotive industry. The last point I noticed in the article was how Kia uses the zombie takeover as a metaphor to show how their electric vehicle solves real world problems. Soundproof glass is great for keeping zombies away in the apocalypse, but it also ensures your privacy in the real world.
The Value Proposition of Kia AUS.
Relevance, Strategy, and Challenges
This campaign stands out in the way that they demonstrate the product. Instead of the conventional strategy of dryly listing features, Kia demonstrates the features of their electric vehicle in a high-stakes setting. The setting is what makes this advertisement so memorable and because it is memorable, it finds success. That being said Kia faces two major challenges in trying to advertise an electric vehicle. The first challenge being that many are still skeptical about the reliability and endurance of electric vehicles, especially for long distance or in high stress situations. The second challenge is that Kia is just another zombie in the horde, the market for electric vehicles is crowded and Kia needed to do something truly unique to stand out. That being said, I personally believe Kia addressed the challenges head on and made and advertisement that shut down EV skeptics and stood out amongst the horde of other EV campaigns.
What Makes it Unique... and Critiques
Kia's use of the zombie apocalypse setting makes the ad engaging and fun. Turning everyday features of the vehicle into life-saving tools. The approach Kia used is catered towards a younger audience, particularly those into pop-culture and zombies. I think it is brilliant and entertaining, however due to the approach it risks alienating and isolating those who might not resonate with a zombie setting. It also does not account for broader concerns folks might have with EVs in general, such as affordability or charging concerns.
If I Were in Charge at Kia AUS
To start, I would try to make the setting more relatable to real life to appeal to a broader audience, while also keeping the disaster theme (City Blackout, Earthquakes, Fires, etc.) Doing this would still emphasize the reliability of the vehicle yet keep it grounded to reality. The next thing I would do is address the most common concerns with electric vehicles (Range, Charging Infrastructure, Affordability, etc.) The plan would be to address the concerns subtly throughout the ad with visuals or dialogue to keep viewers engaged and entertained while also informing them.
What I Learned
The value of being unique and exploring creativity. Kia turned the topic of EV features, what I think is boring and dry, into something entertaining and fun. The setting was creative and unique and sets it apart from the monotony of automotive ad campaigns. I think that marketing isn't only about educating, it's about being engaging and entertaining.
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