The Korean car manufacturer will roll out a six-week TV, print and outdoor ad campaign, created by incumbent ad agency Mustoes, from Sunday, 17 January.
In the tongue-in-cheek TV ad, a group of scientists are shown gathering to work out which number is better: seven or three. The ad attempts to highlight the superiority of Kia's warranty offer, compared with the industry-standard of three years.
Full page ads will run in national newspapers, while the TV spot is set to screen over 300 times in its first 24 hours of broadcast. Kia has also signed online deals with MSN and Yahoo.
Kia first introduced the seven-year warranty in late 2006 for its c'eed model by then-UK managing director Paul Philpott as a means of improving the perception of the marque, which had long been considered a low-cost manufacturer.
UK marketing director Simon Hetherington said the campaign will again highlight to new and existing Kia customers that the marque produces cars of a good quality.
Kia and sister brand Hyundai both profited significantly from the government's scrappage incentive scheme, which offered motorists £2,000 to trade in older vehicles.
Thanks to heavy marketing around the scheme, Kia saw sales of new cars in the UK rise 61% year on year, according to the Society for Motor Manufacturers and Traders (SMMT).
During 2009, it saw its share of the market rise from 1.47% to 2.54%, ahead of the likes of Volvo, Skoda and Mini.
United Kingdom
Kia launches £3.5m campaign to back warranty extension
LONDON - Kia is launching a £3.5m ad campaign to promote the fact it is extending its seven-year warranty across its entire range.
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