Barker and Ralston reveals value-for-money campaign for Kia cars

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.

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

pages.



’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

Media.



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

year.



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.



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