The Campaign

SOUL is a uniquely designed crossover utility vehicle by Kia Motors. KIA Motors participated as a joint producer of music dramas (Korean version of 'Friends NBC hit sitcom'). Under the title, <SOUL Special>, SOUL is personified and appears as a soul mate who acts as a counselor and a helper in the story of work, dream and love of the young people Kia Motors made a high-efficient communication by producing many contents through not much budget.

Success of the Campaign

About 4 million (3,963,242) people viewed the drama over a two month period after the upload Brand performance through over about 100 exposures in newspapers and magazines as well as TV including an entertainment news program at MBC, Korea's representative broadcasting station Performance 3 1. [Efficiency] This project made a high efficiency 0.06$ = a reach cost per a person 2. [Commercial Preference] Received an high level mark comparing with the average on the advertising effect from TNS, a global market research institute 3. [Brand Image] SOUL is recognized as the most attractive car design among other compact cars.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

One drama uploaded every week to a major website portal frequently visited by the target group & [soul.kia.co.kr] publicized in link with the official Kia Motors SOUL site. A four-part music video series uploaded in sequence along with the music drama series. Actual album produced and released with much interests in music drama, music and music video Attract downloads through screen savers and wall papers On Air TV-CM and Radio CM through the use of drama source.