Kia shares plans for Super Sunday

Handled by ZenithOptimedia Canada, the car co's digital and TV buy will preview its new spring campaign on game day.

Kia Canada is targeting Super Bowl Sunday viewers both on TV and online with ads promoting its Sorento, Sportage and Optima models during the big game, Gah-Yee Won, head of digital buying at ZenithOptimedia Canada, tells MiC.

Last year, the car co launched a Canadian YouTube masthead takeover the day after the Super Bowl to catch people watching all the big ads, and this year it is taking the digital buy a step further with a rich media ad on the site on Super Sunday, she says. Creative for the campaign was done by Innocean Worldwide.

“We wanted to take advantage of the high traffic on that day to tell people about the award-winning Optima that we will be showcasing there,” she says. “We also have a couple spots running on CTV during the Super Bowl, promoting the Sorento and Sportage.”

Won says Kia Canada is targeting all Super Bowl viewers with the ads, but specifically wants to reach adults 25 to 54. The Super Bowl ads also serve as a teaser for a multi-platform campaign for the Optima, which launches a couple weeks after the big game.