Kia’s new EV campaign via Innocean Australia aimed to position its electric range as the envy of even the most sophisticated tech on the market, so much so, that it’s making other machines jealous.
To promote its growing range of electric vehicles, Kia Australia imagines a world where these robots have become so commonplace that they are essentially members of the family.
But what happens when a new member enters the family, in this case, a new all-electric Kia EV5.
The campaign introduces Roger, a household-chore-loving robot who gets so envious of the new family arrival that he goes “off-program” and tries to sabotage the new family member.
But soon, Roger realises he’s not the only robot coming to terms with the new machines. Viewers also meet another robot who is in awe of Kia’s all-electric EV4 sedan that he tries to mimic it by painting himself the exact same Yacht Blue colour.
The central question remains: Will the robots learn to accept the new machines, or will they end up in the council cleanup?
The campaign, which features one 60 second spot and three thirty second ads is supported by OOH and social, launched on January 18. It will air during Kia’s 25th year of sponsoring the Australian Open.
“We thought, what better way to show off Kia EV’s as high-tech pieces of machinery, than to tap into the global fad of humanoid robots, imagine them in the homes of Australia and then have them become childishly insecure when faced with not being the favourite piece of tech in the house anymore,” said Innocean Australia creative directors, Nick Cole and Pat Allenby.
“Creating unique, lifelike robots that you can feel empathy for was a mammoth task and the whole team masterfully knocked it out of the park.”
“This year marks a massive milestone for us – 25 years sponsoring the Australian Open. It’s the perfect platform to launch a campaign that highlights just how far our brand and tech have come. With the introduction of the EV4 sedan, our electric range is now one of the biggest in the Australian market,” concluded Dean Norbiato, general manager of marketing at Kia Australia.
