Kia Celebrates Surprise in New Brand Campaign

To bring Kia’s tagline “The Power to Surprise” to life and encourage Canadians to take a closer look at the brand, Kia worked with Innocean Worldwide Canada to create a new multimedia campaign which debuted during the recent Grammy Awards broadcast (January 26th). Other high-profile broadcast moments include the Super Bowl (February 2nd) and Academy Awards (February 9th).

2019 was a pivotal year for Kia where the brand celebrated its 20th year in Canada, sale of Kia Canada’s 1 millionth vehicle, and introduced LONG LIVE SURPRISE — an ongoing brand campaign building an emotional connection with Canadians.

"Our new campaign celebrates Kia’s role in delivering surprising life moments and sets the stage for exciting brand growth in 2020 and beyond," said Michael Kopke, director of marketing, Kia Canada. "We aren't the same brand we were 10 years ago. The Kia of today competes with world class automotive brands for design, quality and reliability and it shows in our power to surprise with every product we bring to market."

Inside Kia, The Power to Surprise is expressed through the brand’s drive for continuous improvement. The result for Kia customers is an experience that exceeds expectations. Kia’s new brand campaign highlights this human experience to invite a reappraisal of a brand that has completely remade itself.

Proof that Kia’s transformation is more than skin deep is their 5th straight year atop JD Power’s Initial Quality Study (among mass market brands), recent Canadian Car of the year awards (Kia Stinger: 2019 AJAC Canadian Car of the Year, Kia Forte: 2019 AJAC Best Small Car, Kia Telluride: 2020 AJAC Best Large Utility Vehicle), and the upcoming All New Kia Seltos which arrives in Canada this March.

“Kia can authentically claim to deliver on the emotion of surprise,” said Linda Carte, VP, Creative Director, Innocean Worldwide Canada Inc. “with the The Long Live Surprise campaign we wanted to share some of the unexpected ‘Ah-ha’ moments we regularly hear about from Kia owners, the automotive press, and our own friends and family.”