Creative Content

"That core idea is communicated through the visual and verbal relationship in each individual ad unit in each medium, where a part of the brand story is told in each medium. This core idea must be flexible enough to sustain a campaign, where every point of contact becomes a compelling experience." Chapter 10, Page 192. Through my research, I've analyzed from reviews what qualities of the car that past costumers liked. The common words they used was sleek, high-tech, roomy, and low price. They loved the fact that even if its a small sized car, they have enough room to place everything they needed inside. That for the price, they were provided with the features that are not usually standard features of other vehicles in the interior, such as the bluetooth. All for a low price. Those are the points that will be demonstrated in the ad. Especially to point out that this accessible car, for anyone. When the line and visual work off one another, together they create greater meaning. Just like a good comedy team or a musical duet, the total effect is greater than the sum of the separate parts; it is seamless." Chapter 11, Page 210. So for the ad, I'm going for a story. A story that is part of an everyday emotion for people. Love. Finding Love or finding the right person the way people always look for the right person.

Find your Soul Mate. The ad will focus on two people. Two KIA Soul car owner. Average people in their mid-twenties. Following them in throughout their day, starting their different styled KIA Souls. She works in a company where people dress and act the same. The girl is very busy and full of work, because she has a time consuming job living in an apartment with room mates. We see the girl packing the small car with items she needs for work, and there's still room for the room mates shes giving a ride to. As she backs out to the drive way, a car drives past too fast and almost hits her. She stops in time to miss it. You see her also uses the navigation feature to be able to easily get around. But even as things are fast and hectic, she looks happy in her KIA.

Meanwhile, you see the guy's day starts a more free and active lifestyle. For example, has a bicycle in the car. He is also working in a corporation, but he stands out too. We see him using his blue tooth to make calls while he's driving. Able to easily to get by their busy day smoothly with the help of their reliable car. At the end of the day, they both end up at a concert hall. The parking lot is completely full except for one spot they both try to go for. They stop in time from hitting in each other. They look at each other then smiles. The scene cuts to them driving the others car. The voice over then says "Fun, sleek, high-tech, secure, low cost- with personal touch." Then with the slogan "Find Your SOUL Mate" with a 2013 KIA Soul. Then a final shot of the usual 'Now at KIA. Price starting now at KIA'."Whether a brand or group sponsors a short film competition, or a cover competition, as with the cover of this book, or a competition for a TV spot to be aired during the World Series, it is a way to generate enthusiasm among people while acquiring creative solutions for the brand." Chapter 7, Page 127

Sources:
http://econsultancy.com/us/blog/62931-six-outstanding-automotive-marketing-campaigns-to-get-your-creative-motor-running
http://pressroom.toyota.com/releases/toyota+marketing+campaign+reinvented+2012+camry.htm
Advertising by Design, by Robina Landa