Kia Celebrates Life Outside of Family Life with New Kia Carnival Launch
Kia Canada (Kia) and agency of record Innocean Worldwide Canada want Canadians to fall in love with the new Kia Carnival.
From station wagons to minivans and now 3-row SUVs, Canada’s preferred vehicle for families is continually changing, and Kia’s new Carnival is the next evolution. For active individuals and families alike, Carnival blends the style of an SUV with the pragmatic utility of a minivan, offering Canadians an option they’d be proud to own.
And as the first vehicle in Canada to proudly display the new Kia logo, Carnival sets itself apart by also redefining this vehicle segment – as the first ever Life Utility Vehicle (LUV), designed for everything you LUV in life.
The 'LUV' language flows through the launch campaign and executions such as 'Dad’s day off' and 'All seeing eye' which highlight innovative features for everything you LUV in life.
“Having owned a minivan in the past I recognise the compromise on style that comes with it,” said Linda Carte, VP, creative director and Innocean Worldwide Canada. “When I saw the Carnival it really looked like an SUV but clearly delivered on the everyday benefits of a Minivan — like a new kind of crossover I hadn’t seen before. The interior features and design were just as impressive. I knew we had to treat the creative differently and truly celebrate how different it is.”
Campaign executions showcase Carnival’s bold style, innovative interior, and many high tech features. For example, Carnival boasts a Passenger View Camera displaying the 2nd and 3rd row on a front multimedia screen, a VIP Lounge 2nd row mode that allows passengers to kick their feet up after a long day, and customizable 2nd and 3rd row seating configurations. It also includes key safety features like the Forward Collision Avoidance Assist with Junction Turning Function and Around View Monitor to make backing up and parking even safer.
The campaign kicked off with digital and social media in April followed by TV and online video, with both 30 second and 15 second spots in French and English. Produced during COVID-19 production restrictions, original footage was shot out of Vancouver and managed virtually via Innocean’s Toronto and Montreal offices.
Innovation, versatility, and SUV-style make Carnival a Life Utility Vehicle every family member will LUV.
The Carnival campaign will remain in market from now until July 11th, 2021.
