New Kia branding campaign

Cycle & Carriage Kia has commissioned incumbent advertising agency, Ace:Daytons Advertising to develop a through-the-line brand campaign for Cycle & Carriage Kia to try and improve the perception of Kia among the local car buyers. Cycle & Carriage started distributing Kia in 2000 and while sales have grown steadily over the years, it is still lagging behind its Japanese competitors in terms of brand perception.

"Kia has always suffered from a perception lag and we feel it is time to change that. Not many are aware that we’re actually one of the fastest growing automotive brands in the world with our automotive group having sold more cars than Honda and Nissan last year. Our design team is now headed by former Audi/VW design chief, Peter Schreyer and we’re also working with Microsoft to develop the next generation incar-infotainment systems." said Mavis Toh, marketing manager for Cycle & Carriage Kia.

Helmed by stakeholders’ voice, the campaign communicates Kia’s three main brand attributes in areas of Design, Innovation and Safety for their cars in various media. There is a microsite (wearethere.sg) that also let consumers share their experience about Kia.

"Kia has actually a better build quality than most people give it credit for. In fact, our blind test for Carens last year showed that 89% of the customers prefer Carens over a top-selling Japanese marquee in terms of ride and drive comfort. ” Mavis said.

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