{"id":90,"date":"2014-10-17T21:29:00","date_gmt":"2014-10-17T21:29:00","guid":{"rendered":"http:\/\/10.1.11.137\/blog\/kia-kicks-off-tv-creative-for-sedona-and-finds\/"},"modified":"2021-02-09T13:30:37","modified_gmt":"2021-02-09T21:30:37","slug":"kia-kicks-off-tv-creative-for-sedona-and-finds","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/kia-kicks-off-tv-creative-for-sedona-and-finds\/","title":{"rendered":"Kia Kicks Off TV Creative for Sedona and Finds Targeted Success"},"content":{"rendered":"

On the heels of hamsters for the Kia Soul in the commercial \u201cFully Charged,<\/a>\u201d Kia has kicked off a campaign for the Sedona in \u201cIt\u2019s Not a Sports Car. It\u2019s a Sedona.\u201d<\/a><\/strong><\/p>\n

\"Kia<\/a><\/p>\n

While not as engaging as the Kia Soul and its hamsters, the Sedona spot drove significant search activity online and is above average within the iSpot.tv\u2019s archives for online effectiveness in the industry. The brand\u2019s media placement and corresponding engagement tell an interesting tale of successfully targeted creative.<\/p>\n

The commercial contains \u201cTop Gear\u201d inspired creative, in which Kia testers zip around a dark and lonely race track and evoke The Stig\u2019s racing persona, but the speedsters relax and nap as comfortably as would a family on a summer road trip.<\/p>\n

Since first airing at the beginning of October, the new Kia Sedona commercial has already spent more than $6 million on national TV, which is just less than half of what the automaker spent since launching the new Kia Soul TV creative in late August. The buys are an interesting mix. There are a handful of expensive buys on big events, which typifies a reach play for audience size.  More notably, there are many lower spend buys for niche events, which would give the creative more targeted exposure over many airings.<\/p>\n