Working for a car brand is challenging. But when the brand is a challenger in the market, the stakes are even higher.
Even the briefing was challenging. The new Kia Rio had to be made attractive for two completely opposite target groups: the Millennials and the Baby Boomers. So, we found an insight that unites these two generations: when can kids and parents live their lives the way they want? When they start living apart!
This insight lay at the core of the idea for an integrated campaign, which ran in over 50 countries.
