IRVINE, Calif. — On the heels of receiving the first-ever “Rookie of the Year” award from the Madison Avenue Advertising Walk of Fame, the legend of Kia Motors’ trio of music-loving hamsters continued to grow with Mashable ranking the “Share Some Soul” spot as one of the “10 Most Innovative Viral Video Ads of 2011.” Since rolling onto the scene in 2009 to announce the arrival of Kia’s funky Soul urban passenger vehicle, the driving, rapping and dancing hamsters have attracted millions of viewers around the world, with the “Share Some Soul” campaign alone eclipsing more than 10 million YouTube views to date.
“The Kia Soul hamsters have become pop culture icons and dramatically increased consumer awareness, perception and consideration for the brand, proving that Kia is a pioneering brand with its finger on the pulse of today’s market,” said Michael Sprague, vice president of marketing & communications, Kia Motors America (KMA). “Mashable is one of the leading news sources in digital culture, and landing on their top 10 list is further evidence that the marketing campaign for the Soul continues to connect and entertain consumers.”
Mashable’s list consists of a variety of advertising campaigns, chosen for their widespread appeal and innovation, but mainly for understanding the target audience and being creative about engaging the consumer.
About “Share Some Soul”
Created by David&Goliath, KMA’s advertising agency of record, “Share Some Soul” finds three hamsters rolling through an apocalyptic landscape in an aptly named “Alien Green” 2012 Kia Soul with this summer’s hottest song, “Party Rock Anthem” by LMFAO – number one on the Billboard Hot 100 for six weeks – blasting from the hatchback’s new 350-watt Infinity® audio system. The hamsters bring style and flair to a dark and dreary scene with their fluorescent Hamstar® street wear and quickly capture the attention of battling robots when they emerge from their Soul and begin performing the latest dance trend, shuffling. Just as the Kia Soul infuses fun and personality into the compact CUV segment, the Hamsters’ positive energy causes the alien robots and humanoids to stop fighting, drop their weapons and shuffle and party together.
Design-Led Transformation and Product Line
Kia Motors has undergone a dramatic, design-led transformation, which has been delivering dynamically styled vehicles in several important segments at exactly the right time, contributing to the brand’s continued gains in U.S. market share. Kia is poised to continue its momentum and brand growth through design innovation, quality, value, safety features and new technology. Kia’s commitment to the U.S. market is represented by its U.S.-based manufacturing facilities in West Point, Georgia – KMMG – which is responsible for the creation of more than 10,000 plant and supplier jobs and added the critically acclaimed Optima midsize sedan to its production line in September. Kia’s model year 2012 vehicle line includes the Sorento CUV, Sportage compact CUV, Optima midsize sedan, Optima Hybrid, Soul urban passenger vehicle, Forte compact sedan, Forte 5-door compact hatchback, Forte Koup two-door coupe, all-new Rio and Rio 5-door sub-compacts and Sedona minivan.
About Kia Motors America
Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 745 dealers throughout the United States and serves as the “Official Automotive Partner of the NBA.” In 2010, KMA recorded its best-ever U.S. sales and 16th consecutive year of increased U.S. market share. Kia is poised to continue its momentum and will continue to build the brand through design innovation, quality, value, safety features and new technologies.