KIA MOTORS: Rebranding Campaign

KIA cars did not have a great reputation among Singaporeans. In a country where cars serve more as a status symbol than a mode of transport, being best known for affordability did nothing to raise the prestige of the KIA brand – even though KIA cars provided above average performance for urbanites.

Opinions weren’t going to be changed overnight. So instead of trying to convince Singaporeans that KIA cars were faster or cooler than the Hondas and BMWs, the campaign quickly acknowledged its current image and focused on simply getting Singaporeans to test drive a KIA and judge its performance for themselves.

Campaign press ads:

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