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Kia Niro Launch (Super Bowl)

<OBJECTIVE>Successfully compete in the highly saturated hybrid market dominated by Toyota Prius, the ultimate symbol of green <PROBLEM> The Niro was Kia's first dedicated hybrid vehicle, meaning Kia's credibility in the hybrid space was lower than its carbon emissions. <INSIGHT> There are many shades of green. Not everyone wants to be the gung-ho eco-warrior. <STRATEGY> Position the Niro as a capable crossover rather than an urban city car by poking fun at green stereotypes and exposing the rough side of going green.

Project Roles
Strategist
Company
David&Goliath
Skills
Brand Strategy, Media Strategy, Research
Media
Branded Content, Commercials - Broadcast, Social Media Content
Project Industries
Automotive