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    Kia names its ute: The Tasman

    Kia has put a name to its maiden entry into the fiercely competitive Australian ute market. The latest work from Kia introduces The Tasman in a celebration of the rugged landscape of its namesake, Tasmania, accompanied by the tagline: “Dust settles. We don’t.”

    The Kia Tasman has been highly anticipated since the auto brand’s blockbuster campaign first teased the then nameless vehicle in March.

    Kia’s general manager of marketing, Dean Norbiato, previously told Mediaweek the campaign, which brought together a cast of 20 Australian sporting icons, had “taken on a life of its own,” generating over 1.3 million organic views and 82 million media impressions in just four days.

    Debating the name of the new Kia ute through a series of elbow-nudging one-upmanships, the ad foreshadowed the launch of what Norbiato described as “the most Australian Kia ever.”

    See Also: 82m impressions in four days: How Kia’s big ute ad exceeded CMO and Innocean’s expectations

    The news from Kia comes at a time of prolific advertising efforts for vehicles in Australia.

    In February, DDB relaunched Volkswagen’s local passenger vehicle platform for the first time in seven years in a bid to help restore Australia’s love for the car brand with Let’s Go for a Drive.

    This was followed by the March announcement that the creative partnership, along with wildlife rescue organisation Wires, was starting trials for the latest regional road safety innovation, the “RooBadge”, after four years of product development.

    Earlier this month, auto manufacturer JAC Motors announced it had selected Sydney-based agency We Are Different as its earned, social, and influencer agency partner in Australia following a competitive pitch process.  

    We Are Different has been tasked with introducing the Chinese auto brand to the Australian market, with a focus on the launch of its first Australian-delivered passenger vehicle, the JAC T9 Ute.

    See Also:
    “Longevity is the hope”: DDB’s mission to restore Australia’s love for Volkswagen
    DDB and VW launch RooBadge, designed to save kangaroos and cars

    The post Kia names its ute: The Tasman appeared first on Mediaweek.

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