Kia’s ‘Getting a Ute’ platform elevates with the Brisbane Broncos’ mascot and other famous faces, via Innocean
Kia has engaged Innocean for the next chapter of its ‘Kia’s Getting a Ute’ campaign, and has leveraged a few Australian sporting stars to drive the platform’s message home.
Leveraging Kia’s sponsor partnership with the Brisbane Broncos while focusing on the Kia Tasman Ute, the campaign’s latest phase uses an Ariel Martin-directed, one-minute, 18-second film that sees the Broncos’ mascot, Buck, running wild in Tasman National Park. To get the horse back, three residents from the fictional Tasman Town—ex-AFL player Lance Franklin, MMA fighter Alexander Volkanovski, and Paralympian Dylan Alcott—track it down using their Kia Tasman.
“After strong consumer feedback on the first Tasman campaign, we wanted to continue to back brand and circumvent the category ruts when it comes to launching our most Australian product yet,” Dean Norbiato, general manager of marketing at Kia Australia, said.
