Creative Gallery on Sustainability Communications

 

 
"Sedona / Think before you drive" For Kia Motors
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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"
AgencyMustoes
CityLondon
AdvertiserKia Motors
Sustainability Themes Consumption Patterns, Transport
Date of First Publication 01/01/1999
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
LanguageKia Motorst
TypePrint
TaglineThe new Kia Rio can get thirty kids to school.
Awards -APG planning award , 2001
   
Account Director: Robert Muir
Account Executive: Guy  Norwell
Creative Team: Kirsten Everett ,  Kwai Heung mak
Photographer: Terry  Paul