CLIENT
Kia Motors America
Michael Sprague, Vice President, Marketing
Tim Chaney, Director, Marketing Communications
AGENCY
David Angelo, Chairman, Chief Creative Officer
Colin Jeffery, Executive Creative Director
Russell Wager, Managing Partner, Group Client Director
David Measer, Strategic Planning Director
Kaleen Ogden, Strategic Planner
Brook Dore, Account Director
Initiative
Fred Sattler, Executive Vice President
Innocean Worldwide
Cynthia Jensen, Executive Vice President
SUMMARY
Kia launched Soul to directly compete with Scion xB, and start a conversation with a younger audience than they ever had before. 'Soul. A New Way to Roll' was the campaign rallying cry and it embodied a challenger spirit intent on challenging the category leader, winning market share, and connecting with a whole new audience. Soul's launch successfully sold the cars, stole market share, and embedded itself squarely in popular culture on its way to one of 2009's most successful car launches.
