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A KIA's ICONIC HAMSTERS TRAVEL THROUGH TIME TO a Kia Motors America, Inc. Scott McKee Amy Corsinita 111 Peters Canyon Road 949.468.4813 Zeno Group for Kia Motors America Irvine, CA 92606 [email protected] 949.468.4818 Kiamedia.com [email protected] KIA’S ICONIC HAMSTERS TRAVEL THROUGH TIME TO INTRODUCE ELECTRONIC DANCE MUSIC TO 18TH CENTURY OPERA FANS IN NEW SOUL AD CAMPAIGN Fourth Installment of Award-Winning Marketing Strategy Finds Kia’s Popular Hamsters Dancing to the Beat of “In My Mind” (Axwell remix) “Bringing Down the House” will debut on more than 18,000 movie screens on Fri., Aug. 31; television airings begin with MTV‟s Video Music Awards on September 6 Multi-platform campaign includes in-cinema, TV, out-of-home, digital and social media elements IRVINE, Calif., August 30, 2012 – Kia Motors‟ music-loving hamsters, the stars of some of the most watched viral videos in the world over the last three years, return this weekend in a new campaign for the wildly popular Soul urban passenger vehicle that brings the 21st century‟s electronic dance music craze to a stuffy 18th century opera house. Set to “In My Mind” (Axwell remix), the hamsters takeover an ornate theater with a never-before-seen display of modern music, high-energy dance moves, a laser light show and an epic stage dive that has the wig-wearing patrons on their feet and roaring with approval. “Bringing Down the House” will begin appearing on more than 18,000 movie screens nationwide in National CineMedia‟s FirstLook pre-show program on August 31, followed by the television debut during the MTV Video Music Awards on September 6 as well as presence on all Kia social and digital platforms including Facebook, YouTube and Kia.com. From the beginning, the hip hamsters have had their paws on the pulse of pop culture and emerging music trends and the new ad continues to present the funky Soul as “A New Way to Roll.” With a wide variety of soundtracks ranging from the classic hip-hop track “The Choice Is Yours” by Black Sheep to LMFAO‟s smash hit “Party Rock Anthem,” previous Soul campaigns have significantly raised consumer awareness and perception and helped Kia become the fastest-growing car company in the U.S. over the last five years.1 With more than 20 million views, 2011‟s “Share Some Soul” is the third most-watched automotive ad in YouTube history, and last year the hamsters were recognized as the Madison Avenue Advertising Walk of Fame‟s first-ever “Rookie of the Year” after being named the “Automotive Ad of the Year” for two straight years by Nielsen Automotive. -more- 1 Based on 5-year cumulative growth between 12-month retail sales for periods ending July 2007 and July 2012 of all U.S. automotive brands. Soul “Bringing Down the House” Campaign Page 2 of 4 “From hamster wheels on city streets to a post-apocalyptic video game world, the hamsters have earned international acclaim and notoriety for the Soul and elevated the Kia brand by appealing to the young and the young-at-heart, and with „Bringing Down the House‟ they are back with their infectious energy, enthusiasm and music,” said Michael Sprague, executive vice president, marketing & communications, Kia Motors America. “The Soul is designed for a new, youthful audience that wants to stand out from the crowd and that carries through to our marketing efforts, which emphasize creativity, optimism and fun.” Created by David&Goliath, Kia's advertising agency of record, the new 60-second spot fuses old and new worlds by placing a spotlight on the emergence of electronic dance music, which has quickly found its way into the mainstream with some of today‟s biggest musical acts incorporating classical sounds and instrumentation into their arrangements. “Bringing Down the House” starts with all the grandeur and scale of an epic Hollywood period film as ballet dancers, an opera singer and a slightly odd-looking conductor take the stage in 1799. As soaring music and vocals fill the air, the audience is stunned when the conductor is revealed to be a music-loving hamster in disguise. With the cast and audience looking on in shock, a futuristic Kia Soul rises through the stage floor and a hamster DJ spins this summer‟s electronic concert anthem, “In My Mind” remixed by Axwell – a member of the DJ trio, Swedish House Mafia. It doesn‟t take long before the sight of dancing hamsters decked out in colorful “Hamstar” clothing causes even the crustiest of the upper-crust crowd to lose their inhibitions. With the entire opera house on their feet and moving to the music, the hamsters make a memorable exit as their Soul travels through hyperspace with a hamster winking and waving its paw in the interstellar wind. “Since the launch of the Soul in 2009, music has been a driving force in moving the Kia brand into the mainstream and connecting with consumers in a more relevant and conversational way,” said David Angelo, founder and chief creative officer, David&Goliath. “Our theme line, „A new way to roll,‟ enables us to always bring a fresh musical perspective to each Soul execution while staying current with the latest pop culture trends. In „Bringing Down the House,‟ we take the conventional approach of remix and turn it on its head by blending the worlds of electronic dance music and opera in a way that is both musically and visually unexpected.” -more- Soul “Bringing Down the House” Campaign Page 3 of 4 About the 2013 Kia Soul With fun-to-drive performance and out-of-the-box styling, the 2013 Soul delivers impressive horsepower and fuel efficiency of up to 27/35 miles per gallon (mpg) city/highway2, along with a long list of standard comfort and convenience features, including Bluetooth®3 wireless technology with steering wheel-mounted controls, steering wheel-mounted audio controls and a chrome-accented grille. Soul 2.4-liter I-4 equipped with the ECO Package also offers the fuel-saving ISG technology, which turns off the engine when the vehicle is not in motion, such as at a stop light or in traffic. The award-winning Kia Soul has been named as this year‟s No. 1 vehicle on the coveted “10 Best Back- to-School Cars in 2012” list by Kelley Blue Book‟s KBB.com, as well as honored as class best by two J.D. Power and Associates Studies: IQS and APEAL. Kia’s Unprecedented Growth Kia Motors is one of the world‟s fastest moving global automotive brands; from 2009-2011 Kia launched more new vehicles in the U.S. than any other automaker, and under the guidance of chief design officer Peter Schreyer earned a reputation as an industry leader in automotive styling. Kia Motors America‟s full line of fuel-efficient and fun-to-drive cars and CUVs has earned critical acclaim and dramatically increased consumer awareness, perception and consideration for the brand. In 2011, KMA recorded its 17th consecutive year of market share growth, thanks in part to the largest increase of any major brand in perceived quality4 and the industry‟s highest brand loyalty ranking5. Kia‟s U.S.-based manufacturing facility in West Point, Georgia – KMMG – is responsible for the creation of more than 10,000 plant and supplier jobs and builds two of the company‟s best-selling vehicles in the U.S. – the Sorento CUV and Optima midsize sedan*. Kia‟s value and technology- laden lineup also includes the Sportage compact CUV, Soul urban passenger vehicle, Optima Hybrid, Forte compact sedan, Forte 5-door compact hatchback, Forte Koup two-door coupe, Rio and Rio 5- door sub-compacts and Sedona minivan. -more- 2 EPA estimated mileage for 2013 Soul with 1.6L I-4 manual transmission, 1.6L I-4 automatic transmission and 2.0L I-4 automatic transmission with ISG. Actual mileage will vary. 3 The Bluetooth® word mark and logos are registered trademarks owned by Bluetooth SIG, Inc. and any use of such marks by Kia is under license. Other trademarks and tradenames are those of their respective owners. A compatible Bluetooth® wireless technology enabled cell phone is required to use Bluetooth® wireless technology. * The Sorento and Optima GDI (EX Trims and certain LX Trims only) and GDI Turbo are built in the United States from U.S. and globally sourced parts. 4 Source: Automotive Lease Guide Spring 2011 Perceived Quality Study. 5 Source: Experian Automotive Q2 2011 market analysis. Soul “Bringing Down the House” Campaign Page 4 of 4 About Kia Motors America Kia Motors America is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 755 dealers throughout the United States and serves as the "Official Automotive Partner" of the NBA and LPGA. In 2011, KMA recorded its best-ever annual sales total and became one of the fastest growing car companies in the U.S6. Kia is poised to continue its momentum and will continue to build the brand through design innovation, quality, value, advanced safety features and new technologies. Information about Kia Motors America and its full vehicle line-up is available at its website – www.kia.com. For media information, including photography, visit www.kiamedia.com. # # # 6 Based on 5-year cumulative growth between 12-month retail sales for periods ending July 2007 and July 2012 of all U.S. automotive brands. .
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