Kia launches Meet the Extras campaign for Cerato Hatch

Car company Kia has launched a new campaign for the Cerato Hatch that draws attention to the car’s standard extras.

Extras such as iPod connectivity, big boot space and the three-year warranty are personified into characters aiming to illustrate how the features make life easier.

The agency behind the ad was Innocean.

Steve Watt, Kia’s national marketing manager, said:  “The small car segment is the largest single segment in Australia and as such is one of the most competitive. We have a great story to tell here with the Cerato hatch so it was crucial we stood out amongst the clutter”.

Scott Lambert, creative director at Innocean, said: “By personifying the standard features, we have created a fresh take on what is normally a shopping list of boring facts. Director, Nick Ball pulled together a fantastic cast, who individually delivered performances that had us in stitches. This campaign has the legs (literally) to be fun, entertaining and likable for a very long time”.

The campaign is executed across online and TV with a 30 second TVC as well as longer web films.

Credits:

• Client – Kia Motors Australia
• National Marketing Manager, Steve Watt
• Brand and Advertising Manager, Gerrit Walters
• Agency – Innocean
• Creative Director, Scott Lambert
• Copy Writer, Jenny Mak
• Art Director, Lyndal Kearney
• Head of Broadcast, Tania Templeton
• Planning Director,  Kathy O’Connor
• Group Business Director,  Simon Hornery
• Business Director,  Janine Allan
• Head of Digital, Collette Van Rooyen
• Digital Designer, Julia Quinn
• Production Company – Finch
• Director, Nick Ball
• DOP, Jeremy Rouse
• Producer, Julianne Shelton
• Executive Producer, Karen Bryson
• Editor,  Peter Sciberas
• Post Production,   Fuel VFX
• Sound Track and Post, Song Zu
• Media Planning & Buying – Initiative Media
• Web Development Partner – Red Lever