Analysis of Project in the Real World

"Integration is never an afterthought. Forcing together disparate parts and shoehorning creative doesn't make a campaign ‘integrated.’ Instead, strive for ideas that are integrated at the core and work gracefully together between platforms." Chapter 10, Page 192. After being revised through the same basic concept (and retouched by professionals), I believe the ad would get attention. It is one of the few around these days that touches on the emotions of owning a car that is different in design, performance, and overall ability for its price. The experience of finding a car that fits your and provide better service than the average and expensive car. Compared to how everyone looks for the right person.Being an ardent observer of human behavior, animal behavior, interpersonal dynamics, and other of life's everyday dramas can yield ideas. Basing ideas on personal life experience or observing others can help make your ad ideas relevant to others’ lives (figures 10-3 and 10-4). People should react: “Yep, that's how it is!”" Chapter 10, Page 195. For its price, it surprisingly has the standard features. Its stylish, practical, fun, lost-cost, and safe. The ad displays those qualities, giving a great view of what the KIA souls car are about. Give off the first impression that its a perfect practical car to buy, and it can be bought brand new because of the low price. In today's economy, low price is something to emphasize and to the attention of consumers."Integration is never an afterthought. Forcing together disparate parts and shoehorning creative doesn't make a campaign ‘integrated.’ Instead, strive for ideas that are integrated at the core and work gracefully together between platforms." Chapter 10, Page 193. Using those two forms of emotions relating to the product would be able to attract the attention of consumers. Owning something different and finding something that is right and fits the unique you. The product itself has already created enough positive reaction and hype, that I think it will be able to do great with this new ad. "If you are struggling with developing your story, heed the words of Mark Twain: “When in doubt, tell the truth.”" Chapter 10, Page 193.

Sources:
Advertising by Design, by Robina Landa

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

Promotion

"Advertising giant David Ogilvy once said, “If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular".  Chapter 6, Page 95. The only involvement for the promotion will through television advertising. Since this is a now old product with the new 2014 KIA Soul release in November, it would realistically be better to have one form of strong promotion for a short period of time before November. The advertisement shows the change that people want from their own cars or their form of transportation. The convenient and practicality of buying such an inexpensive car that has room, unique design and quality, with high tech-feature that are in the standard model alone. It will run through major television networks and channels, targeting various age groups and economic status. The video will also run on social networks. For example running the ad through YouTube on their most subscribed channels to again gain more awareness. "Social media can be described, informally, as all the conversations people are having online. It offers brands and groups the opportunity to talk to people … as well as listen!" Chapter 15, Page 243. The campaign will begin in a week and a half in case of final changes and preparation of ad placements.  Right now this product in ts growth stage, where it gave received acceptance in the market and sees increase in profits. From a real point of view, since the new 2014 version will be released on November, the ad will only be put up for 5 weeks max in order create awareness of the product series and the brand overall."The Web abounds with spoken jokes, comedy routines, comic books, interactive graphic novels, videos, and award-winning TV commercials. Find the best ones and study the stories they tell. Write down the structures. Narrate the tale. See how they work. Steal from the best." Chapter 10, Page 198.

Sources:
Advertising by Design, by Robina Landa

The Big Idea

"When brainstorming to generate ideas, frames might inhibit creative thinking, since they are based on common expectations derived from shared experience. During brainstorming, once you identify a frame, a change of frame can be very useful. Changing a frame allows you to explore possibilities, to imagine what a brand or organization could be beyond its current personality or how it is commonly perceived." Chapter 3, Page 35. The big idea, or the concept for this campaign is to portray how effective, sleek, surprising, and low cost this car is. Displaying its key and important features with another shared experience of the need of a car in everyday life. The KIA Soul is convenient to most drivers (who drive on pavement most of their life) and open to your personal taste and preferences. While passing the information of the car to consumers, the ad is making to humorous connection between picking out the right car and the right partner. "A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time." Chapter 5, Page 68. To attract costumers, the ad will have a familiar and recognizable setting with the unique design of the campaign and association to the brand itself. The need for emotional attachment. Something that is thrilling, reliable, memorable, and a representation of you. The need for emotional attachments isn't just on holidays but something part of our DNA. "To simply place an ad conceived for print in mobile media is not enough. One must understand what each medium can do and do well and what people want on that platform or device." Chapter 4, Page 49A car is not only a form of transportation, but something that is there for you throughout your lifetime. The average person goes through five cars in their lifetime, yet buying the right car can contradict that statistic."The ideas we generate will have to use media to build relationships and dialogue with people, allowing two-way conversations, offering utilities, with the understanding that each advertising message is an invited guest who can be tossed out at any moment if he or she does not bring something useful to the table." Chapter 4, Page 49

Sources:
 Advertising by Design, by Robina Landa

Competitive Anaglysis

 "Creative advertising requires the communication of a meaningful message to an audience through an idea, expressed through the visual design and copy. Formulating an idea necessitates research, analysis, interpretation, inference, and reflective and creative thinking." Chapter 2, Page 20. For my competive analysis, I researched not only the competition but my clients company as well. Strengths for KIA was that it was in the top 5 largest Car Manufacturers based on sales recently. Especially their rising product of the KIA Soul cars. The company also has a good product portfolio and a strong brand presence. They have a unique brand slogan: “The Power to Surprise”. They offers various options for their different models. They have a positive image, winning 149 awards in design and quality. As well as proving their capability in those areas. Their weakness would be being a new and young brand, founded only since 1944. A young age compared to its competitors. The company has low global awareness level overall and low expansion in terms of geographic reach. Although they do have opportunities they can take advantage of with their improvement in their image as they entered the ranks of the world's top 100 global brand with a value of $4.1 billion. They've expressed a reliable and trustworthy image, and a great reputation as they've continued to break their own previous records of sales (recently selling 2.72 million vehicles). Now with this, the company has a solid base to improve and become top global automaker.
 It is important to learn as much as possible about the brand or group:

• What makes this brand or group (organization, company, any entity) unique?
• What are the functional and the emotional benefits of the brand or group?
• How does the brand or group compare to the competition? Is the brand or group a category or industry leader? In second place? A newcomer?" Chapter 2, Page 16

The company does face some threats, especially with its competition with bigger company such as Toyota and Honda. For example, Toyota is a company that strives and has able to successfully achieve global awareness and reach. The company created the first hybrid car, and were able to meet consumer demand when oil prices increased. They stations multiple factories all over the world. Toyota has manufacturing plants in America. This has enhanced the brand, and gave patriots the excuse to buy. The same in other countries. Although they has received some bad press from the floor mat/ accelerating cars. The company had to recall many vehicles and this negatively affected their brand. Its other competitor, Honda, is also a large and powerful company. It is known for their innovation in the car industry. The company also has the best market share leadership. Their products are known to be unique and different from competitors, which has increased in high popularity with consumers. Its weaknesses include high prices compared with other companies. Besides its competition, the company faces other threats such as running in a economic crisis environment (causing decrease in sales) and overall market instability that they will have to be able to manage through to stay on top.

"TOOL: FROM BENEFITS TO INSIGHT

• > Identify the functional benefit(s).
• > How can the benefit(s) best be explained?
• > Identify any unique selling point (USP). If there is no functional USP, is there anything that this brand or group does differently from the competition that could be highlighted?
• > Distinguish the emotional benefit in order to discover the relationship between the product and the consumer.
• > Couple the functional and emotional benefits to find an insight." Chapter 5, Page 71

Sources:
http://www.kia.com/worldwide/about-kia/company/ceo-message.aspx
http://www.kia.com/worldwide/about-kia/company/corporate-identity.aspx
http://www.hoovers.com/company-information/cs/competition.Kia_Motors_America_Inc.daba53c7be2430b1.html
http://www.franchisehelp.com/industry-reports/automotive-franchise-industry-report
http://www.interbrand.com/en/best-global-brands/2012/articles-and-interviews/kia-claire-chai.aspx
http://obvious-stock-picks.blogspot.com/2012/11/toyota-strengths-weaknesses.html
http://realswotanalysis.blogspot.com/2011/05/honda-swot-analysis.html
Advertising by Design, by Robina Landa

2013 Kia Soul: FIND YOUR SOUL MATE

Slogan: "FIND YOUR SOUL MATE"

"An advertisement (or “ad”) is a specific message constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group." page 3. Finding the right car is like finding your soul mate. You try different cars wit the first impression that its going to last, but end up disappointed in the end. A car might look reliable and it might look it will give you less trouble than others. Then you end up with fines left and right, sucking the life out of you.The KIA Soul isn't the flashiest car around, but it is sleek car that will do the job and more for its price. It might not have the greatest looks around on the outside, but the inside provides an experience that will change your mind. The KIA Soul grows on you, not only giving you transportation but a unique driving experience. Surprising you with multiple choices for personal touch on your new ride, creating something that is a reflection of you and your personality. Your perfect match or your soul mate. " When brainstorming to generate ideas, frames might inhibit creative thinking, since they are based on common expectations derived from shared experience." Chapter 3, Page 35. As I kept thinking of ideas, I tried to research the experience the consumers have had buying and using this car. They also have a few descriptions in common: sleek, simple, high-tech, unique, youthful, fun to drive, or beyond expectations for its price. That was I kept in my while coming up with the slogan.

The slogan that I decided to go with is unique yet known. Its unique because its a slogan never used before for car ads, but comparable with the commercials for various dating sites that guarantees a connection with your perfect match. It a humoring turn to that popular concept for online dating, and referring to the long search and commitment people make with cars (new and old) that don't match their owners.  "Effective advertising could persuade you that a particular brand is better or more appealing than the competition." page 3


Source:
Advertising by Design, by Robina Landa