Integrated marketing campaign creates fun and interactive promotion for The Croods and Kia’s all-new Carens
(SEOUL) March 21, 2013 – Get ready to hit the open road with The Croods, as Kia Motors Corporation and DreamWorks Animation SKG, Inc. (Nasdaq: DWA) join forces for a promotional campaign in support of the all-new Kia Carens and DreamWorks Animation's upcoming 3D comedy adventure. At the campaign’s centerpiece is an original co-branded short video titled “Meet the Carens” featuring the world's first modern family, The Croods, and the all-new Kia Carens compact multi-purpose vehicle (MPV).
The promotion kicks off an integrated marketing campaign that will span 25 markets worldwide* and reach consumers through print, outdoor, online and television media and extensive in-dealer activation. The goal of the campaign is to highlight the stylish and modern family appeal of the all-new Kia Carens using the colorful setting, fun and adventure of The Croods which makes its worldwide debut in theaters today.
The all-new Carens made its world-premiere at the Paris Motor Show in September 2012 and is designed to meet the needs of modern families – from all eras. It features sleek aerodynamics, a cab-forward design that ensures generous interior space with a choice of five or seven seats (perfect for a big extended family like the Croods), and a broad range of convenience and safety features.
“We are proud to be partnering with DreamWorks Animation for this campaign. The Croods characters are a perfect fit for our seven-seater Carens, and we believe they can convey the modern family charm of our MPV in a fun and distinctive way,” said Scott Woo, general manager of overseas communications at Kia Motors Corporation.
Created by DreamWorks Animation and Kia Motors’ advertising agency Innocean Worldwide in collaboration with The Croods’ filmmakers, "Meet the Carens" takes viewers on a Carens powered getaway ride with the Croods as they escape the wrath of a Bearowl, one of many imaginative creatures featured in the film. For music fans, the video features a re-mix of “Shine Your Way” by Owl City which is an original song composed for The Croods.
“The Croods whisks audiences away on the world's first family road trip, and the Kia Carens is the perfect vehicle to take families on adventures of their own,” said Sheila Clarke, DreamWorks Animation’s Head of Global Promotions. “The ‘Meet the Carens’ campaign takes a playful and innovate approach to conveying both companies’ message of family and fun.”
The custom video was released earlier today on Kia Motors YouTube channel (www.youtube.com/KiaBuzz), and is also available on www.kiamotors.com as well as Kia Motors official Facebook page (www.facebook.com/kiamotorsworldwide), which offers fans two interactive Facebook apps: “Your Social Footprint” and “The Carens and The Croods Photo Booth.” The former provides fans with a stylized Croods info-graphic about their Facebook activity, which can be used to assign Facebook friends to particular Croods characters, and the latter allows fans to superimpose faces from their Facebook photo album onto character cutouts.
Apart from the online custom video, Kia will unveil a 30-second TV spot in celebration of “The Carens and The Croods” campaign. The spot was designed to look and feel similar to the world of the “The Croods” and will make its broadcast debut closer to the Carens’ sales launch. A 60-second spot will also run in theaters across markets where the Carens is sold. Once live, both spots will be available on Kia Motors YouTube channel.
*The all-new Kia Carens will be available in Canada (where it is known as the Kia Rondo), Europe, Central and South America, the Caribbean, Asia, the Pacific, Middle East and Africa.
About DreamWorks Animation
DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series and live entertainment properties, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the "100 Best Companies to Work For" by FORTUNE® Magazine for five consecutive years. In 2013, DreamWorks Animation ranks #12 on the list. All of DreamWorks Animation's feature films are produced in 3D. The Company has theatrically released a total of 25 animated feature films, including the franchise properties of Shrek, Madagascar, Kung Fu Panda, How to Train Your Dragon and Puss In Boots.
About Kia Motors Corporation
Kia Motors Corporation (www.kia.com) – a maker of quality vehicles for the young-at-heart – was founded in 1944 and is Korea's oldest manufacturer of motor vehicles. Over 2.7 million Kia vehicles a year are produced in nine manufacturing and assembly operations in five countries which are then sold and serviced through a network of distributors and dealers covering around 150 countries. Kia today has over 47,000 employees worldwide and annual revenues of US$42 billion. It is the major sponsor of the Australian Open and an official automotive partner of FIFA – the governing body of the FIFA World Cup™. Kia Motors Corporation's brand slogan – "The Power to Surprise" – represents the company's global commitment to surprise the world by providing exciting and inspiring experiences that go beyond expectations.
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