Kia Australia launches new TikTok campaign for its all-new Stonic SUV via Innocean Australia
Kia Australia has launched the all-new Stonic, a small SUV aimed at a younger audience, with a TikTok-led approach, as part of a wider integrated marketing campaign via Innocean Australia.
In collaboration with Kia and Scoundrel, Innocean Australia has developed creative built specifically for TikTok, while keeping the message consistent across all platforms. The bespoke creative showcased the Stonic against an urban background, blending Kia’s unique style of maverick creativity with fashion, art, videography, and slick, TikTok-native transitions to pull users in to learning more – all set to the high energy soundtrack of Young Franco’s About this thing.
TikTok says Kia was the first auto brand to use a TopView ad in Australia outside a Challenge. This premium placement is the first video a user sees when opening the app, before merging into the first video of the feed.
Says Brett Armstrong, general manager, global business solutions, TikTok Australia and New Zealand: “The Kia Stonic campaign was fun, fresh, and felt native to the TikTok platform, so it’s no surprise the community embraced it with open arms.”
Says Nikolas Souliotis, digital marketing manager, Kia Australia: “Our focus was to greet TikTokers with a video that celebrates the vibrant and creative TikTok community, while delivering the purest expression of our Stonic campaign, blurring the lines between an ad and TikTok content. It’s very inspiring to be able to treat a forced view in a way that instead of interrupting the viewing experience for the user it helps strengthen our brand equity.”
In just one day, the Kia Stonic TopView achieved 7.2 million+ video views and engagement rates above already high platform benchmarks at 16.5%. The average watch time was 45% above average with 16.29% click through rate – all indicating a very engaged new audience for Kia.
Says Romy Briers, CX director, Innocean Australia: “For us, it’s always about what’s next. We want to maintain our leadership in the digital space, and that means experimenting, co-creating, and innovating with Kia Australia on a regular basis.”
Client: Kia Australia
General Manager, Marketing: Dean Norbiato
Digital Marketing Manager: Nikolas Souliotis
Brand Manager: Andrew Phan
Digital Marketing Coordinator: Melinda Supangat
Retail Coordinator: Michael Cignarella
Creative Agency: Innocean Australia:
Executive Creative Director: Wes Hawes
Creative Director: Paul Bruce
Creative Team: Damon Porter, V. Wassim Kanaan, Jess Roberts, Cat Williams
Head of Strategy: Karl Bates
CX Director: Romy Briers
Client Partner: Carolyn Cho
Social Media Manager: Taylah Nilsson
Integrated Senior Account Director: Carly Pelham
Senior Account Manager: Amber Lowings
Director of Integrated Production: Craig Sloane
Integrated Producer: Kilou Picard
Media Agency: Havas Media
Account Manager: Daniel Gross
Social Trading Manager: Lisa Ly
Production Company: Scoundrel
Director: Selina Miles
24 Comments
…is this?
…why?
Very succinct and appropriate comment
this is newsworthy?
No idea Kia
“blending Kia’s unique style of maverick creativity with fashion, art, videography, and slick, TikTok-native transitions to pull users in to learning more – all set to the high energy soundtrack of Young Franco’s About this thing.”
Yeh OK
If this is cool, consider me Miles Davis.
Their transitions are better. These are av
Why would you even PR this?
How you do, fellow kids?
More proof that the new team at Innocean is the real deal. This is brave, fresh and modern. It’s maverick in its approach. As someone in the target group who doesn’t work for the agency, I know what car I want to drive. I also know where I want to work. Any openings Innocean? Although I expect there will be a stampede of people looking to join you after seeing this.
haha! What?! You 100% work for the agency missy.
The car or the clothes?
As someone who doesn’t work for the agency… yeah, sure!
Yeah, the new team are on a roll… of self promotion
DISAPPOINTED!!
Agree. The last two things Innocean has posted are AMAZING. So much better than anything else on here. The transformation of this agency into a MAJOR player is incredible. So well done to the new team.
TIK-TOK ISN’T AN IDEA.
Value ideas again.
Sometimes they’re scary, but grow up and embrace them.
Someone at Innocean take the keyboard out of management’s hands.
@Bravo,
I agree.
This is Cannes titanium, D&AD black pencil winning work. Australia has never seen anything like this. Bravo, bravo.
And yes, there is nowhere in Australia, sorry, the world I would love to work than Innocean. If you listen carefully you can hear the stampede now. Get our of the way Monkeys, BMF, DDB, Bears, Droga 5, Wieden and the rest of you imposters, the real deal has arrived. All your talented award winning staff will be joining the stampede soon. And all it took was a single ad and a tik tok video. Thank you, thank you Innocean for transforming the industry.
I’m off to join the stampede……
The trajectory these guys are on is staggering. Really impressive.
I have to agree.
The self trajectory is so staggering 🚀.
It’s like black and white TV has just turned to colour for the first time in the advertising world. Just can’t stop watching and reading the comments. Mind blown 🤯. I’m just grateful to be alive to witness this moment 🙏.
I am very confused. The main demography of people using TikTok are aged between 16 and 24. This is statistically proven. I do not understand how this is the age group for a $30k new car purchase? Incredibly confusing insight to me. Surely it’s the 26-35 group that you’re targeting? And surely, this isn’t the demo swooning at a brand embracing a TikTok gimmick?
Tik tok is the new vine which was the new something else that no longer exists and never built a single brand, because the people using it don’t give a fuck about what we think is cool.