The campaign, which launches on 7 February under the strapline 'Designed to change your mind', is intended to change the public's perception of Kia as a low-end marque and create a niche for the brand.
According to Simon Hetherington, marketing director at Kia Motors UK, awareness of the brand among car buyers is less than 20%. The advertising spend is intended to help to boost this.
About 60% of the £10m will be spent on TV, while 20% will be dedicated to outdoor. The campaign, which will also run across print and online, has been created by Mustoes. The first wave of advertising will run until March, while a second campaign before the September registration plate-change is also likely.
The three-door Pro_cee'd, which goes on sale this Friday, is the latest addition to Kia's C-segment portfolio, which includes the Cee'd and Cee'd_SW estate.
Kia will highlight the Pro_cee'd's 'sporty' concept, pitching it directly against models including the Ford Focus, Vauxhall Astra and Volkswagen Golf.
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