News Feed Item

Kia Motors' Iconic Hamsters Turn Science Lab Into Hotbed Of Innovation In Campaign For The Brand's First Electric Vehicle - The Soul EV

200,000 Free Downloads of Maroon5's "Animals" Available Now Exclusively at Kia.com/KiaSoul Before Song Makes iTunes Debut

IRVINE, Calif., Aug. 21, 2014 /PRNewswire/ -- Since bursting on the scene in 2009 as "a new way to roll," the funky Soul urban passenger vehicle - and an accompanying trio of music-loving hamsters - has become a genuine phenomenon, with U.S. sales of the iconic people mover increasing every year. Now, with "geek chic" newly added to the dictionary, the latest installment of Kia Motors America's (KMA) award-winning ad campaign finds the hamsters inhabiting a high-tech, high-energy laboratory and unleashing their inner mad scientists to create the most innovative and eco-friendly Soul yet.  Set to the infectious beat of Maroon5's never-before-heard song "Animals," sparks fly and jaws drop when a surge of electricity leads to the discovery of a furry new friend and the all-electric, zero emissions 2015 Soul EV.  As part of the multi-platform "Fully Charged" campaign, Kia.com is exclusively offering 200,000 free downloads[1] of "Animals" before its release on iTunes¨[2].


Created by David&Goliath, Kia's advertising agency of record[3], an extended cut of "Fully Charged" is available now at Kia.com/KiaSoul before the spot's broadcast debut during the MTV Video Music Awards on August 24.

"From hip-hop to pop, the hamsters have always had an ear for music and their paws on the pulse of pop culture.  This year, the smartly dressed trio are breaking new music from Grammy Award-winners Maroon5 and celebrating the expansion of Kia's line of eco-conscious vehicles by sharing 'Animals' for free at Kia.com," said Michael Sprague, executive vice president of sales and marketing, KMA.  "Kia is recognized as one of the 50 Best Global Green Brands[4], and with the Soul EV about to shake things up in a category not known for head-turning good looks, the hamsters are out to prove that eye-catching style and eco-efficiency are no longer mutually exclusive."

Soul Advertising Background
With a wide variety of soundtracks ranging from the classic hip-hop track "The Choice Is Yours" by Black Sheep and LMFAO's smash hit "Party Rock Anthem" to last year's "Applause" by Lady Gaga, Kia's music-loving hamsters have become some of the most-watched advertising icons of all time, and the Soul's ongoing popularity is a driving force behind increased awareness and consideration for the Kia brand as a whole.  Earlier spots depicted city and suburban streets inhabited exclusively by hamsters who mindlessly run in place inside their exercise wheels and cleverly compared "This," the funky and uniquely styled Soul, to "That," a number of boring and mundane appliances on wheels, cardboard boxes or hamster wheels.

With more than 20 million views, 2011's "Share Some Soul" was the third most-watched automotive ad in YouTube history at the time of the campaign launch, and later that year, the Madison Avenue Advertising Walk of Fame named the hamsters as their first-ever "Rookie of the Year."

"Over the last six years, the Kia Soul and the hamsters have evolved together," said Colin Jeffery, chief creative officer, D&G.  "In 2013, the Soul was totally transformed, so it made sense for the Hamsters to become just as sleek and sophisticated.  This year, we were tasked with introducing Kia's first electric vehicle in the U.S., and to suit their smart new ride, the hamsters started hitting the books instead of the gym. Smart is the new sexy, and the hamsters are using their wits, and a fortuitous lab accident, to their advantage."

All-New 2015 Soul EV (#KiaSoul)
Scheduled to go on sale in the third quarter, the all-electric, zero-emissions Soul EV is the centerpiece of Kia's Clean Mobility program and the brand's first-ever mass-marketed electric vehicle.  While it retains the funky style and functionality Soul is known for, the EV variant introduces new and more aerodynamic styling cues and is the first vehicle in the world to receive Underwriters Laboratory's (UL) environmental validation for its integration of 10 percent bio-based material in the interior.  A state-of-the-art 27 kWh lithium ion polymer battery powers an 81 kW electric motor, producing 210 lb.-ft. of torque, which drives front wheels and is expected to yield a range of approximately 80-100 miles of real-world driving on a full charge, with internal testing and evaluation results exceeding 100 miles in some instances.

About Kia Motors America
Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea.  KMA proudly serves as the "Official Automotive Partner" of the NBA and LPGA and surpassed the 500,000 annual sales mark for the second consecutive year in 2013 following the launch of seven all-new or significantly redesigned vehicles.  KMA offers a complete line of vehicles, including the flagship K900 rear-drive sedan[5], Cadenza premium sedan, Sorento CUV, Soul urban passenger vehicle, Sportage compact CUV, Optima midsize sedan, Optima Hybrid, the Forte compact sedan, Forte5 and Forte Koup, Rio and Rio 5-door sub-compacts and the Sedona midsize multi-purpose vehicle, through a network of more than 765 dealers across the United States.  Kia's U.S. manufacturing plant in West Point, Georgia, builds the Optima* and Sorento* and is responsible for the creation of more than 14,000 plant and supplier jobs.

Information about Kia Motors America and its full vehicle line-up is available at its website - www.kia.com. For media information, including photography, visit www.kiamedia.com.  To receive custom email notifications for press releases the moment they are published, subscribe at http://www.kiamedia.com/us/en/newsalert.

*The Sorento and Optima GDI (EX Trims and certain LX Trims only) and GDI Turbo are built in the United States from U.S. and globally sourced parts.

[1] From Aug. 22-25, 2014
[2] iTunes is a registered trademark of Apple Inc. All rights reserved.
[3] With visual effects partners, MPC
[4] Interbrand annual list of the Top 50 Global Green Brands, published in June 2014.
[5] 2015 K900 V8 available in select trims and in select markets with limited availability.

Photo - http://photos.prnewswire.com/prnh/20140821/138330

SOURCE Kia Motors America

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Eric Robertson, General Manager at CollabNet, will discuss how customers are able to achieve a level of transparency that e...
Effectively SMBs and government programs must address compounded regulatory compliance requirements. The most recent are Controlled Unclassified Information and the EU’s GDPR have Board Level implications. Managing sensitive data protection will likely result in acquisition criteria, demonstration requests and new requirements. Developers, as part of the pre-planning process and the associated supply chain, could benefit from updating their code libraries and design by incorporating changes.
SYS-CON Events announced today that Enzu will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their online busine...
SYS-CON Events announced today that Roundee / LinearHub will exhibit at the WebRTC Summit at @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. LinearHub provides Roundee Service, a smart platform for enterprise video conferencing with enhanced features such as automatic recording and transcription service. Slack users can integrate Roundee to their team via Slack’s App Directory, and '/roundee' command lets your video conference ...
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and...
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining senso...
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
What are the new priorities for the connected business? First: businesses need to think differently about the types of connections they will need to make – these span well beyond the traditional app to app into more modern forms of integration including SaaS integrations, mobile integrations, APIs, device integration and Big Data integration. It’s important these are unified together vs. doing them all piecemeal. Second, these types of connections need to be simple to design, adapt and configure...
The IoT has the potential to create a renaissance of manufacturing in the US and elsewhere. In his session at 18th Cloud Expo, Florent Solt, CTO and chief architect of Netvibes, discussed how the expected exponential increase in the amount of data that will be processed, transported, stored, and accessed means there will be a huge demand for smart technologies to deliver it. Florent Solt is the CTO and chief architect of Netvibes. Prior to joining Netvibes in 2007, he co-founded Rift Technologi...
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
Kubernetes, Docker and containers are changing the world, and how companies are deploying their software and running their infrastructure. With the shift in how applications are built and deployed, new challenges must be solved. In his session at @DevOpsSummit at19th Cloud Expo, Sebastian Scheele, co-founder of Loodse, will discuss the implications of containerized applications/infrastructures and their impact on the enterprise. In a real world example based on Kubernetes, he will show how to ...
@DevOpsSummit has been named the ‘Top DevOps Influencer' by iTrend. iTrend processes millions of conversations, tweets, interactions, news articles, press releases, blog posts - and extract meaning form them and analyzes mobile and desktop software platforms used to communicate, various metadata (such as geo location), and automation tools. In overall placement, @DevOpsSummit ranked as the number one ‘DevOps Influencer' followed by @CloudExpo at third, and @MicroservicesE at 24th.
24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to connect your brand strategy with the right consumer. 24Notion ranked #12 on Corporate Social Responsibility - Book of List.