CULtUre & the Arts
dAvid vs GoLiAth
Art institute of Chicago
Art institUte of ChiCAGo
Carrie Heinonen VP of Mktg. & Public Affairs
Gary Stoppelman Dir. of Mktg.
Katie Rahn Assoc. Dir. of Mktg.
VP, Acct. Dir.
Group Creative Dir.
kiA motors AmeriCA
Michael Sprague VP, Mktg.
Tim Chaney Dir., Mktg. Comm.
Exec. Creative Dir.
Strategic Planning Dir.
Group Acct. Dir.
Sr. VP, Media Operations
innoCeAn WorLd Wide
the red CUBe ProJeCt
kiA soUL tAkes on sCion xB & nissAn CUBe
In the “boxy” segment, two Goliath nameplates ruled supreme:
Scion xB (owned by Toyota) and Nissan Cube. When Kia launched
Soul, their entrant to the “boxy” segment, they needed to start a
conversation with a younger audience than they ever had before. But establishing a contemporary identity wasn t enough; Soul
would need to de-position bigger-spending Scion and Nissan.
Soul’s “A New Way to Roll” embedded itself squarely in popular
culture, connected with a whole new audience, sold the cars, and
ended up dominating the “boxy” car market.