Context In 1999, Kia had just entered the UK market. They decided to take advantage of the public debate on climate change to increase their market shares and promoted a new, environment friendly use of cars. |
Philosophy/Solution To incite customers to contribute to the fight against climate change by using their cars for long distance while switching to non polluting transportation for short trips. To this purpose, Kia offered a bike for each Sedona car purchased and supported the “Walking Bus” initiative (organisation of walking school buses to avoid car use). |
Results The initiative was innovative and seen as praiseworthy, although Kia’s cars are not greener than most cars in the market. |
| Title | "Sedona / Think before you drive" |
| Agency | Mustoes |
| City | London |
| Advertiser | Kia Motors |
| Sustainability Themes |
Transport, Education & Awareness, Consumption Patterns
|
| Date of First Publication |
01/01/1999
|
| Country of Production | United Kingdom of Great Britain and Northern Ireland |
| Language | Kia Motorst |
| Type | Print |
| Tagline | For long trips, use the Sedona. For short ones, use your loaf. |
| Awards |
-APG planning award, 2001
|
| |
|
| Account Director: |
Robert Muir
|
| Account Executive: |
Guy Norwell
|
| Creative Team: |
Kwai Heung mak
,
Kirsten Everett
|
| Photographer: |
Terry Paul
|
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