2009 was filled with events and numbers that most automakers and consumers would rather forget, but according to Nielson, Kia ’s “A new way to roll” commercial that featured hamsters driving the new Kia Soul was the most memorable automotive commercial.
The Kia Soul is the Korean’s automakers attempt at reaching the same demographic of buyers choosing the Scion brand of Toyota , and Kia decided to highlight the fun features and youthful styling of the Soul to do exactly that.
Based on Nielson’s findings from over 2.5 million surveyed viewers, Kia accomplished that mission by creating the most memorable commercial of the year and bringing home the Most Effective Automotive Ad of the Year award.
“Our data show that truly effective advertising starts with a great creative idea,” said Lois Miller, President of Nielsen Automotive. “When you combine that idea with a memorable and unique hook that grabs the viewer’s attention, you are going to get the results that we saw from Kia this year.”
The “A new way to roll” plays on the hamster theme by suggesting the competition’s vehicles don’t get you anywhere as they are nothing more than stationary hamster wheels. By contrast, the hamsters in the Kia Soul are enjoying their drive while dancing to the beat of their own iPod thanks to the Soul’s integrated iPod controls.
References
1. ‘Kia rolls home with Nielson…’ view
