Debuting on air during the NRL’s much-discussed double-header in Las Vegas, Kia Australia launched a campaign for its (as yet unreleased) new ‘Ute / Yoot’ (utility vehicle) through a hero commercial revolving around the idea that the vehicle hasn’t been named yet and which is simply stuffed with Aussie sporting legends.
A distinctly Australian piece of creative – from the pub setting, to the chicken schnitties and the dialogue – the full team of legendary sporting ambassadors starring the spot includes:
> Adam Reynolds (Brisbane Broncos club captain and Premiership champion)
> Alexander Volkanovski (UFC star and former featherweight champion)
> Alfie Langer (Rugby League icon and four-time Premiership winner)
> Ash Barty (Multiple tennis Grand Slam winner and former world number one)
> Brianna Clark (Brisbane Broncos NRLW player)
> Buddy Franklin (Australian Rules gaolscoring icon)
> Damien Oliver (Triple Melbourne Cup-winning jockey)
> Darren Lockyer (legendary Rugby League star and Wallabies skipper)
> David Boon (Australian cricket legend)
> Dermott Brereton (Five-time Australian Rules Premiership winner)
> Dylan Alcott (Paralympic legend and tennis Grand Slam winner)
> Jessica Watson (Sailor and OAM recipient)
They feature in central 30-second spot debuted during the 2 March NRL match in the USA’s gambling capital and was further supported by comic 60- and 96-second versions running online (including on the brand’s own Instagram and X platforms) from 3 March.
The impressive team of legendary Australia athletes aim to reflect the fact that the Kia ‘ute’ – which is reported to still be 12 months from launch – is a peculiarity to the Australian market segment: much like the pickup truck dominates the commercial vehicles market in North America. Indeed, according to the brand’s launch PR, the vehicle itself will even be built with Australian steel.
So, after feedback, the campaign to evolve across TV, outdoor, digital, radio and social as KIA reveals more detail and depth about its new ‘ute’.
The campaign was conceived and developed by (in-house) creative agency Innocean Australia with the team at production company Scoundrel led by Creative Director Ariel Martin. The media agency was Advertising Associates and PR was handled by Enthral.
“This is a journey from an initial awareness piece to finding the clear space in what is a very mature category dominated by a number of key players. Following this campaign, we’ll be asking whether it resonates, cuts through and the key question of whether it allows the product to stand for what it needs to stand for?” outlined KIA Australia General Manager (Marketing) Dean Norbiato.
“There will be a reveal within the existing environment of the [ute’s] eventual name. There needs to be some level of surprise. If we call this a ‘platform’ and it does resonate with the Australian public, it is something that we could look at for launch down the track as well because we found it a really enjoyable and malleable platform from a creative standpoint.”
“What we paid was very much worth it [for the stars]. And it had a real domino effect when a lot of the stars found out who else was in it and that had a bit of a mitigating factor from us making it work from a price standpoint. If they were all isolated deals done in siloes, then we wouldn’t have been able to do it. But they started feeding into the narrative and took a bit of creative licence with it. Ash Barty’s line was delivered beautifully on the day in her words. They’re asking her what she won her medals for and she says ‘a couple of weeks’ work.’ It’s the most Australian thing I’ve ever heard.”
KIA Australia General Manager (Marketing) Dean Norbiato.
If the question is, how many national sporting icons can you put into a single spot? Then the answer, according to Kia Australia is 12.
In Australia, KIA has long featured sport and sponsorship as a key pillar in its marketing mix: the brand has a longstanding association with several sports – particularly tennis.
According to Kia Australia General Manager Dean Norbiato, the auto outfit’s entry into the ‘ute’ market is an ‘audacious play’. And who are we to argue against such as stellar team of sports endorsers helping the Korean car company’s entry into Australia’s most competitive vehicle segment?
The introduction of a Kia ‘ute’ aims to fill a major gap in the marque’s line-up: after all, the three top selling cars in Australia last year were all light commercial vehicles (‘utes’).