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Kia Cadenza Valet

<BACKGROUND> The all new Kia Cadenza promised to be tinkering on the verge of luxury cars. Kia, however, is far from being known as a luxury brand. <OBJECTIVE> Gain credibility in the mainstream large sedan segment. Despite a downward sales trend in the large car category, Kia saw the segment as an opportunity to grow and challenge brand perceptions. <PROBLEM> When people think of Kia, they typically think small, simple cars. <INSIGHT> Those in the market for mainstream large cars often cross-shop entry-level luxury vehicles. However, the badge baggage of luxury brands and the absurd mark-up in maintenance costs turn prospective shoppers off and steer them towards mainstream brands. <STRATEGY> Enter the consideration set of mainstream brands by comparing ourselves to the luxury vehicles our audience desired, not the vehicles they rationalized themselves into buying.

Project Roles
Brand Strategy, Media Strategy, Research
Branded Content, Social Media Content
Project Industries
Kia Cadenza Valet
Kia Cadenza Valet