In tests of that creative, Kia found that it resonated more with their 18-34 year old target demographic than any creative they’d ever run before. So they made the unusual choice to re-vive the ‘Soul Hamsters’ through a second big media push which includes a large YouTube component, including Wednesday's masthead. We wanted to know why Kia’s ‘spokeshamsters’ worked so well, and what their plans were for viewers. Here’s what Kia had to say about the campaign:
1) Kia was very successful with its launch of the 2010 Soul last year through the clever 'Soul Hamster' spots. It's unusual for a car company to do another big media push in the second year of a launch. What were the results of that original campaign, and what prompted Kia to revive 'Soul Hamsters' on YouTube?
“This or That” is the rebirth of the initial Kia Soul award winning advertising campaign and brings back the loveable Hamsters due to popular demand. Soul is a unique and highly personalizable urban passenger vehicle and the new spot builds on that creative theme. The new “This or That” campaign is now on cable, in theaters and online and visits to Kia.com are up more than 2.5MM visitors since launch. Further illustrating the campaign and vehicle’s popularity, Soul videos on YouTube have more than 2.6MM views. Soul fans on Facebook doubled to more than 29,000 in the first two days after its release and today there are more than 80,000 fans.
2) You're sponsoring the YouTube masthead today, and it features a contest called "Who's Next?", searching for the next YouTube star. To do this, you've partnered with current YouTube stars, Smosh, ShayCarl, and LisaNova. What do you hope these partners will add to the campaign?
We are constantly working to engage our fans. The Kia Soul has attracted a new audience to the Kia brand and engaging these fans through the “Who’s Next?” contest gives them the opportunity to have fun with the Soul’s playful personality. These celebrity judges provide us with the best of both worlds in that they have huge established communities that largely consist of the Soul target customer. Furthermore, their hard work and success lend an edge of credibility as well.
3) The masthead is just the beginning of your media push around the Kia Soul. What else are you doing on YouTube and online to drive contest entries and brand engagement?
Social media is an important part of the marketing strategy for the Kia brand and Soul and engaging passionate enthusiasts in this space creates additional opportunities to build buzz through a new, interactive experience. Our social activations include blogger outreach with partner Fanscape, communications by the judges themselves to their subscriber base, and outreach to Kia’s own established social community. In addition, there also is video distribution and an e-mail blast with Tube Mogul.
4) If you can forgive the alliteration, what is it about rapping rodents that resonated so well with your demographic? In other words - what worked about this particular creative? Why not push features instead of spokeshamsters?
In place of a traditional and formulaic car ad, the cool hamsters in the Soul commercial continue to entertain in cinemas, on television and online in a big way. Understanding that the Soul’s primarily Gen Y audience plays a great deal in the digital space, and that they viewed the first hamster commercial multiple times, the newest hamster experience is rich with details in the hamster world as well as through music and additional integrated Soul content for audiences to discover with repeat viewings. Youthful consumers want to feel unique within their group in an effortless way, not an obvious one. While they have their own bold and distinct style, they don’t want to look like they are “trying too hard”, so the Hamsters personified all of the Soul’s unique features.
Additionally, music and in-car entertainment is an increasingly important factor for today’s car buyers so building off of several catchy music groups from the first Soul commercial, “ This or That” features the popular ‘90s hip-hop group, Black Sheep, which further resonates with the youthful demographic.
5) The 'Soul Hamster' spots originally ran in theaters and on TV last year, and then seamlessly transitioned to the internet. With other Kia advertising, do you need to tailor your ads directly to an online audience, or can you just cut down a longer television commercial?
Several Kia commercials start in theaters because they have an entertainment value and theaters provide a wide reach. Each vehicle has a different demographic and we tailor our advertising efforts to individual audiences to keep our efforts fresh and appealing. Sometimes a cutdown of the TV ad works. Sometimes when we shoot the TV ad, we shoot extra or side footage to create an Internet-optimized version. And sometimes we shoot strictly for Internet, like we did for the Moochie webisodes (www.moochiemania.com). It all depends on the strategy.
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