Kia Targets Millennials With Short Attention Spans

Kia Motors America is targeting Millennials with the launch of its compact Kia Forte.

Two 30-second TV spots from creative AOR David&Goliath show how the vehicles safety features can help compensate for the wandering minds of its young drivers. 

The average person’s attention span today is eight seconds. The spots play on this fact by showing what could happen (while driving) after eight seconds has elapsed. 

In "Talent Show", an aspiring singer daydreams that she is on stage performing in a competitive singing show, and in the "Basketball", an average Joe lives out his dream of playing in the big game for the Cleveland Cavaliers. In each case, Kia Forte’s driver-assisted technology brings them back to reality and help them avert a potential mishap. The spots end with the tagline: “Technology for the Modern Driver.”



Kia views advertising as storytelling, says Kimberly Gardiner, director of marketing at Kia Motors America.

“We strive to create work that people can relate to, not only on a product level but also on an emotional level,” Gardiner tells Marketing Daily. “Whenever we can make people laugh and associate good feelings with our brand, that’s a plus. We want to create memorable spots that the viewer can identify with, in this case, driver distraction.”

The campaign will roll out with general and Hispanic market broadcast TV in September and October, as well as 15-second versions that will be shared across social and online channels. The spots will also run in pre-roll across various lifestyle sites. Banners will supplement the campaign.

The target demographic is consumers in their 30s who rely on the latest technology and multi-screening to get ahead, says D&G Group Account Director Mike O’Malley.

“However, with this technology, our demographic is noted to have reduced attention spans and increased distractions,” O’Malley tells Marketing Daily. “The Kia Forte comes equipped with smart technology to help keep people safe in this modern age.”

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