Barker and Ralston unveiled its debut work for Kia cars this week
with a series of ads bearing the message that smarter people look for
value for money.
Each ad is coloured in two shades of red with simple copy and a direct
response telephone number.
’If you want a status symbol, buy a Rolex with the money you’ll save,’
one line, underneath a simple photograph of the Kia Mentor, says. ’Not
as posh as a Mercedes, but owners like them better,’ another execution
declares. This is a reference to recent findings from the research
specialist, J. D. Power, which claims that, apart from Subaru drivers,
Kia owners are the most satisfied British car-owners.
Running in national newspapers, Reader’s Digest and golfing magazines,
the campaign includes a two-part ad, designed to appear on consecutive
’What’s the difference between a pounds 9,000 car and a pounds 13,000
car?’ the first part asks.
’pounds 4,000,’ is the simple reply, above the picture of a pounds
13,390 Ford Escort and a pounds 9,079 Kia Mentor.
’This is the first work to illustrate the new strategy which proves that
you don’t have to be rich to be smart,’ David Barker, the chairman and
creative director of Barker and Ralston, explained. ’A Kia is for people
who have better things to do with their money than spend it all on a
means of transport.’
The campaign was written by Richard Carman, art directed by Julian Scott
and photographed by Steve Thompson. Media on the pounds 1 million burst
is being handled by Barker and Ralston in conjunction with Zenith
Kia’s move to Barker and Ralston six weeks ago helped plug the gap left
by the exit of the agency’s pounds 9 million Saab business last
Kia is distributed in the UK by MCL, which also distributes Mazda. The
Kia range includes a small car, the Pride, a four-wheel drive vehicle,
the Sportage, and a mid-market saloon, the Mentor.