Kia Motors’ rapping and dancing hamsters earned the company one of the most prestigious advertising awards this week when the “This or That” campaign for the brand’s funky Soul urban passenger vehicle received the Gold Effie award in the “David v. Goliath” category at the 2011 North American Effie Awards ceremony in New York.
The annual Effie Awards (short for effective) presented by Effie Worldwide, Inc., highlights the most effective marketing communications efforts in the US each year, and the “David v. Goliath” category recognizes smaller, new or emerging brands that challenge category leaders.
The Kia Soul marketing initiative earned the Gold Effie after taking home a Silver Effie in 2010.
Together, the Soul’s popular “This or That” and the original “A New Way To Roll” campaigns contributed to significant increases in consumer awareness, perception and consideration of the Kia brand, and led to record sales of the urban passenger vehicle. In March, the Soul became the second Kia vehicle to sell more than 10,000 units in a single month, and after recording its best-ever monthly sales in May the Soul’s year-to-date sales are up 50.8 percent.
“The segment-busting Soul was the first vehicle introduced under Kia’s design-led transformation and was conceived to stand out in a sea of sameness with its refreshing design, outstanding functionality, variety of personalization options and tremendous value,” said Michael Sprague, Vice-President, marketing & communications, KMA. “The “This or That‟ campaign embodied the spirit of the Soul in a highly engaging way that really resonated with consumers and marketers alike – as evidenced by our second consecutive Effie award.”
In addition to the back-to-back Effie awards, the Soul spots have been named “Automotive Ad of the Year” for two consecutive years by The Nielsen Company.