Brief Explanation

As the Official Sponsor of UEFA Euro2012 games, Kia has created a TVC to express the connection between Kia, which has a relatively low brand awareness among Europeans, and soccer, which is the most familiar subject matter to Europeans. By claiming that everything Europeans like is inside Kia, which turns out to be football and cee’d, the hero car for Euro2012, the TVC creates a strong linkage between Kia as the brand, cee'd as the car, and the fandom around soccer and Euro2012. The highlight of the story where the boy finds inside the cee'd a grandeur of a soccer stadium filled with fever of players and fans, not only delivers a brand passion for the event, but also smartly implies spacious interior of cee'd, that is in fact, hardly available from an ordinary c-segment hatchback. The creative emphasizes the message that Kia supports EURO 2012 for the 'Like' of Europeans. The message has been strategically designed to leverage Kia’s ongoing corporate brand campaign of "I like Kia", where Kia seeks to associate its brand attitude with 'Like' concept as widely shared across the universe of facebook fans.