KIA MOTORS PROVES “SMALL CAN DO BIG” IN MULTI-CHANNEL MARKETING CAMPAIGN FOR THE ALL-NEW 2018 RIO SUBCOMPACT
With the all-new 2018 Rio arriving in showrooms, Kia Motors America (KMA) is launching a comprehensive marketing campaign to reinforce the age-old adage that big things can indeed come in small packages.
The centerpiece of the campaign, entitled “Small Can Do Big”, is a 90-second spot which makes its broadcast debut tonight during Game One of the NBA Tip-Off between the Boston Celtics and Cleveland Cavaliers on TNT. Directed by viral video sensation, online producer and musician, Julian Smith, the spot features a Rio 5-door and a group of percussionists, musicians and DJs using Kia’s versatile, stylish and capable new subcompact as the main musical instrument. From the revving engine to the hood release latch and tailgate, nearly every part of the Rio that opens, closes or moves – doors, windows, center console, glovebox, door locks, turn signal, windshield wipers, chimes and horn – are incorporated into an unexpected high-decibel musical score.
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