The “This or That” ad spot features popular urban beats and rapping hamsters. The popular ad and the original "A New Way To Roll" campaign managed to significantly increase the consumer’s awareness, perception and consideration of the Kia brand. As a consequence, the automaker registered record sales of its Soul model which in March managed to become Kia’s second vehicle to sell more than 10,000 units in one single month. At this point year sales for the automaker are 50.8% up comparing to the same period of 2010.
"Designed to stand out in a sea of sameness, Soul's unique personality is reflected in its out-of-the-box ad campaigns which continue to resonate with consumers and critics and have driven record vehicle sales for the Kia brand," said Michael Sprague, vice president, marketing & communications, Kia Motors America.
"As the vehicle that began Kia's design-led transformation, the Soul was a game changer for the Kia brand and our advertising is a reflection of our desire to keep Soul fresh, fun and relevant in today's marketplace," he added.
In 2012, the Soul model will feature Kia's first in-car hands-free communication and entertainment system, UVO powered by Microsoft which will give drivers the possibility to safely and efficiently interact with the in-vehicle technologies as they keep their hands on the steering wheel at all times.
Thanks to the success of its four special edition Soul models – Denim, Ignition, Shadow Dragon and Ghost, the automaker decided to release two more special edition Soul models in 2011 named White Tiger and Hamstar. The special edition models will feature unique exterior color and packaging.
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