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:
"The unprecedented stunt of having a basketball star dunk over the Optima landed the Optima in the center of a social media conversation that grew exponentially from the moment the ball went through the hoop."
Along with the Rocking Hamsters, Kia has the automobile ad market all but sown up.