Kia Adverts Win Again
Kia wins bronze "Effie" at the 2012 North American Effie awards.
Wayne Gerdes - CleanMPG - May 25, 2012
The one that “Rocketed” onward and upward.
When Blake Griffin leaped over a Kia Optima to win the 2011 NBA Slam Dunk contest, footage of the dunk immediately went viral online and Kia Motors America (KMA) captured the historic moment with a 30-second ad spot that began airing less than 72 hours later. "Not Your Average Slam Dunk" received the Bronze Effie award in the "Single Impact Engagement" category at the 2012 North American Effie Awards ceremony in New York. The annual Effie Awards (short for effective) presented by Effie Worldwide, Inc., highlight the most effective marketing communications efforts in the U.S. each year.
Blake Griffin's slam dunk over a Kia Optima generated more than five million YouTube views, garnered 385 media placements and increased consumer purchase consideration by more than 20 percent, all within 48 hours of the dunk. Following the multifaceted Optima launch efforts and iconic slam dunk, significant increases in consumer awareness and perception of the Kia brand have led to record sales of the Optima midsize sedan as April marked the fifth consecutive month that the Optima was Kia's best-selling vehicle.
Kia’s Michael Sprague, VP, Marketing & Communications, KMA:
Re: Kia Adverts Win Again
It's not an effective ad, IMO. When I watch it I see a basketball player slam dunk over a car. It could be any car. What does the ad do to distinguish this particular car from others? Why should I buy a Kia after watching this ad?
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