Kia Motors was the significant winner at the 2010 Nielsen Automotive Promotion Awards, earning the title of Most Helpful Automotive Ad of the Yr.
In the winning Tv ad, streets are occupied by hamsters jogging in area on physical exercise wheels right up until a red Kia Soul pulls up to a stoplight as the passenger window rolls down to expose a trio of new music-loving hamsters who have identified “A New Way to Roll.”
The advertisement was observed most productive by Nielsen’s panel of 2.5 million tv viewers who answered issues about how a lot they remembered about the applications and commercials they watched the preceding evening all through the previous calendar year. Only Television ads that launched in 2009 were being suitable for nomination.
“Our information demonstrate that genuinely successful promoting begins with a good artistic strategy,” mentioned Lois Miller, President of Nielsen Automotive. “When you mix that notion with a unforgettable and distinctive hook that grabs the viewer’s consideration, you are heading to get the results that we noticed from Kia this yr.”
This was the fourth year of Nielsen’s Automotive Promoting Awards, which were the moment once again held at the opening breakfast of the New York Global Car Present. Nielsen also distributed awards to Ford for “Green Advert of the Year” and to Toyota for “Sales Event Campaign of the Yr.”
The Social Media Result
But it was Kia whose advertisement stood out as the best of the very best. To improve its achievements on Tv, the business carried the concept to social media, which is now getting to be common follow for entrepreneurs the two in and out of the auto marketplace.
“Even just before we could get our own duplicate of the advert on-line, supporters had by now found it and posted it on YouTube,” claimed Michael Sprague, Kia’s Main Advertising and marketing Officer. “Within a pair of months we noticed that the advertisement experienced a full of above a million online views.”
As Nielsen’s Miller is speedy to stage out, buyers are not just viewing videos on the net they’re conversing about them as nicely.
“Social media is a residing, respiration channel and quite a few organizations are scrambling to comprehend it,” stated Miller. “Fortunately, Nielsen can evaluate social buzz and can give perception into irrespective of whether marketers are developing positive or unfavorable sentiment in these areas.”
Observe Automotive entrepreneurs and people talk about social media’s effects
Regardless of whether seen on line or in excess of the airwaves, shoppers were being equipped to connect – and connect positively – to Kia’s promoting hard work. And that signifies Television set and World-wide-web audiences haven’t viewed the final of these hamsters.
“We never envisioned this ad currently being as well known and helpful as it’s turn out to be,” mentioned Sprague. “Stay tuned. You’re heading to see far more hamsters coming this summer time.”