Kia Motors Focus on TV Drama for Launching New Cars

Based on article from Korea Herald Nov. 25, 2012 & Korea Times Jun. 5, 2012

Kia Motors has continuously bet big on prime-time soap operas to showcase their new cars

 

Kia Motors recently unveiled the facelift version of the K7 in the production report conference of the TV drama “IRIS II.” Kia Motors is sponsoring again on the drama’s sequel “IRIS II,” which is scheduled to air in February, 2013. 

Kia Motors has sponsored the Blockbuster spy action TV dramas to introduce new cars. Kia Motors revealed its new premium sedan, the K7 in the Television drama “IRIS” in 2009. Company did not offer the specific sales data on the drama sponsorship. However, the K7 ranked as the top in the nation’s large sedan segment sales, exceeding Hyundai Motor’s steady-seller Grandeur.

Kia also introduced its luxury sedan, the K9 in another television drama, “Fashion King” in April, 2012.

“The effectiveness of the drama in terms of promotion is almost 10 or 20 times bigger than traditional advertisements,” a Kia official said.