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Kia uses real families in marketing campaign

Kia Motors has launched a video content campaign for its Carens MPV that follows two real families testing the seven seater car's capabilities.

With the help of content marketing specialist Kameleon, the ‘Re-view Mirror’ campaign builds on the brand’s positioning of ‘Cars that speak for themselves, Customers who speak for us’.

A series of videos feature the Ryan and the Mallia family as they give the Kia Carens a thorough test, capturing a slice of real family life.


Kameleon said the simple insight is that people place more trust in reviews from fellow customers.

Kia is investing heavily into supporting the campaign, which will be visible on YouTube parenting-focused content as well as native in-read video content.

Charlotte Wells of Kia Motors UK said: “Ongoing video content production is a key element within our communication strategy. The Carens Re-view Mirror campaign has enabled us to approach video from a new and engaging angle, putting our customers at the core of our campaign.

"We’re delighted with the result which we hope is both endearing and engaging.”

The 7-seater Carens  compact MPV has also been awarded a maximum five-star safety rating by Europe’s leading road safety organization, EuroNCAP, making it one of the safest cars in its class.

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