Kia Case study THIS OR THAT by David&Goliath

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Industry Cars
Media Case study
Market United States
Agency David&Goliath
Director Antoine Bardou-Jacquet
Associate Creative Director Rodrigo Butori, Ari Fidelis
Art Director Joseph Danluck
Copywriter Noah Phillips
Producer Tim Keene, Karni Baghdikian
Released July 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: KIA
Product/Service: KIA SOUL
Date of First Appearance: May 26 2010
Entry URL:
CCO: David Angelo (David&Goliath)
ECD: Colin Jeffery (David&Goliath)
Associate Creative Director: Rodrigo Butori (David&Goliath)
Copywriter: Noah Phillips (David&Goliath)
Executive Producer: Carol Lombard (David&Goliath)
Executive Producer: Paul Albanese (David&Goliath)
Art Director: Joseph Danluck (David&Goliath)
Design Director: John Kieselhorst (David&Goliath)
Sr. Designer: Eric Waetzig (David&Goliath)
Sr. Flash Developer: John Ruppel (Hooky)
Director: Antoine Bardou Jacquet (Partizan)
Producer: Karni Baghdikian (David&Goliath)
Group Client Director: Russell Wager (David&Goliath)
Account Director: Brook Dore (David&Goliath)
Management Supervisor: Jill Jagger (David&Goliath)
Management Supervisor: MariCarmen Martinez (David&Goliath)
Director of Photography: Guillermo Navarro (Partizan)
Executive Producer: Sheila Stepanek (Partizan)
Producer: Tim Keene (Frame Store)
Media placement: Television - ABC, MTV, TBS, USA, FUSE, Bravo, CMT, E!, SyFy, ESPN - 28 May 2010
Media placement: Digital - - 4 June 2010
Media placement: Hamstar Clothing - - 21 June 2010
Media placement: OOH - Lamar, Viacom, Clear Channel - 1 July 2010

Describe the campaign/entry
The “This or That” campaign features a crew of rapping rodents. Our hero hamsters in the Soul take us through a day in the life, cruising through the city in their Alien Green Kia Soul. They ride along (and fail) in dull and characterless vehicles – toasters, washing machines and cardboard boxes. Our hero hamsters compare their Soul and all its amazing features to the other disappointing, boxy rides as they rap the song’s lyrics “You can go with this, or you can go with that.” We follow them as they walk through the neighborhood, cruise around the city in their Soul, hang out with the neighborhood hamsters and make the poor hamsters in their vanilla rides envious.

Describe how the campaign/entry was launched across each channel in the order of implementation
We launched the campaign with the television spot and followed a week later in the digital arena, with games, banners, and a microsite. Next we took the brand to the next level with the release of our Hamster-centric clothing line. Finally we unveiled out-of-home billboards featuring the now popular hamsters.

Give some idea of how successful this campaign/entry was with both client and consumer
From the launch of the "This or That" campaign, Kia sold over 55,000 new Souls, outselling Scion xB nearly 3-to-1 and Nissan Cube over 2-to-1, and in the process garnering over 70% of the "boxy" segment market. In addition, Kia began a conversation with the Gen Y audience in various new media channels. “This or That” had 3,027,425 views on YouTube. Soul’s Facebook fan page had 83,257 fans, versus Scion xB’s 857 fans and Nissan Cube’s 8,642 fans. And Hamster clothing got over 10,000 Facebook fans in its first 2 weeks.