Kia is taking its 'Think before you drive' activity onto TV, with a
£2.5m campaign to back the launch of its Rio model.
The work, which encourages consumers to use their cars less, targets
educated, low-income consumers with children who are concerned about
automotive pollution, distrustful of flashy marques and likely to work
in education or social services.
The ads, created by Mustoe Merriman Levy with media by Starcom Motive,
show parents fitting children with orange safety vests for a chaperoned
walk to school.
A voiceover says: "Every day, the school run creates over a million car
journeys. To ease the congestion, the new Kia Rio can take up to 30 kids
in one go. Because the Rio comes with all the help you need to set up a
walking bus scheme at your chosen school. Isn't that a more sensible way
to go?"
The Korean car maker launched the 'Think before you drive' campaign with
press ads and sponsorships last year, angering some in the industry by
encouraging drivers to abandon their cars for short trips.
Kia also gave away mountain bikes with its Sedona model.
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