Kia, Zillow, Miller Lite, Allianz, American Standard, Unilever… and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
Kia is debuting the all-new 2022 Carnival MPV in a multifaceted marketing campaign, the centerpiece of which is a :30-second broadcast spot entitled “What Else Ya Got?” The spot illustrates how the Carnival MPV offers active consumers a host of benefits to support their busy lives and stakes Carnival as a new offering in the unoccupied space between SUV and family hauler. “The Carnival MPV defines a new vehicle segment – the multi-purpose vehicle: versatile, capable and comfortable, and provides owners what they need, when they need it,” said Russell Wager, vice president, marketing, Kia Motors America. “From daily commuting and long-haul road trips to camping adventures, family vacations and moving duty, the Carnival MPV easily transforms from a stylish and sophisticated adventurer to a cavernous cargo hauler. And everything in between.” The Carnival MPV arrives in the U.S. as a new name and will be the first vehicle sold in the U.S. with Kia’s new logo on its sculpted hood. Check out a recent Kia Hispanic marketing campaign.
As the pandemic spurs more people to move, Zillow has expanded its offerings to make it easier to rent, buy or sell a home. The new brand campaign called ‘To Move Is To Grow’ launched last week to redefine Zillow from a search-and-find platform to a full-service real estate ally. The campaign is anchored by two national TV ads ideated and executed by creative advertising firm FIG that appeal to a wide spectrum of needs that movers encounter, as well as the spectrum of emotions that comes with a move. (Watch ‘The Journey‘ and ‘Susans.’) ‘Moving is inherently about moving forward – letting go of the past and embracing life’s next chapter,’ says Zillow Chief Marketing Officer Aimee Johnson. ‘Our research shows that more than 75% of recent movers were held back by emotional factors such as a fear of change, yet 80% of them said their most recent move was worth it. While it is sometimes hard to make a life change, it can bring tremendous hope, possibility and excitement. Zillow has the services and expertise to navigate every step of the process, which can make those big decisions easy.” The campaign launched with a primetime 60-second ads in NBC’s ‘This is Us,’ ABC’s ‘Soul of a Nation,’ and ‘The Bachelorette,’ along with placements in ‘Saturday Night Live’ and the NBA playoffs. The new video creative will also air on national cable, including HGTV and ESPN, plus streaming, online video and social platforms such as Hulu, YouTube and Facebook. The media campaign was planned and purchased by Zillow’s media partner, UM.
Check out our interview with Catherine Pastiak, Associate Marketing Manager for Miller Lite at Molson Coors, where she discusses all components (including PR, paid social and influencer marketing) of the recent Give Back 12-Pack integrated marketing campaign. While mass market media like TV and sports team sponsorships will continue to play a role for Miller Lite, Pastiak tells Portada that the Give Back 12-Pack initiatives provides a sneak peek of what’s to come for Miller Lite’s marketing programming.
At this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Enzo Araujo at Enzo@portada-online.com.
Unilever is launching a media review in North America and most of the world, with a mix of incumbents and unnamed newcomers to the roster competing in the briefing stage, according to Unilever Chief Marketing and Digital Officer Conny Braams, Mediapost reports.. “We are doing a media agency review across many of our markets,” a rep for the company said. “This is part of our standard process to periodically review, to ensure best in class media agency partnership.” The company spent $4 billion on measured media last year, according to COMvergence. Unilever’s last major media review was in 2015, when it retained GroupM’s Mindshare (North America, Europe and other territories), Omnicom’s PHD (China, Australia and other countries) and IPG’s Initiative (Latin America, as well as a global communications planning remit).
Omnicom Group announced it has signed a multi-year agreement with Allianz, a leading financial services provider, for creative development and production services. Through this master framework agreement, Omnicom will produce work for Allianz on a global and local level, offering creative solutions to activate the global brand strategy for the more than 70 countries Allianz operates in. The global relationship will be managed by the “A-Lab”, a specially formed, multi-disciplinary team of leaders who will lead, direct and align all brand activities from a strategy, creative, audience and data perspective. In an open ecosystem approach, the “A-Lab” will pull together teams for individual projects with best-in-class capabilities from Omnicom and beyond. “We are thrilled to partner with Allianz to further strengthen its brand, with a focus on increasing its role in the lives of consumers around the world,” said Asit Mehra, Executive Vice President at Omnicom Group. “We’re leveraging Omnicom’s global scale and stand-out creativity to create a nimble, flexible and bespoke solution, led by the ‘A-Lab’. With the full power of Omnicom being tapped, we’re ready to help Allianz continue building prominence worldwide.” The agreement with Omnicom comes after an intense pitch process involving a number of industry competitors and several months of deliberation. Omnicom will kick off its creative solutions for Allianz in the second quarter of 2021.
LIXIL Corporation, the global leader in housing and building materials, products and services, best known for kitchen and bath brands American Standard, DXV, and GROHE names Empower its Media AOR. The announcement comes on the heels of the award-winning social campaign Empower ideated and executed for American Standard. Empower was named Social Media AOR last Spring by American Standard, which included paid media and creative responsibilities. “In working with Empower on American Standard’s social media, the agency has helped us to get closer to our consumers and professional customers while positioning us differently in the market,” said Noelle Giblin, Leader of the American Standard brand. “Empower’s data-driven thinking and proven return-on-investment gives us confidence to compete in today’s market across all of LIXIL’s brands and media channels,” she said. Empower is leveraging one of its newest products, Culture Tap to help American Standard intersect with relevant DIY trends. In beta-testing, Culture Tap is Empower’s proprietary digital marketing platform that uncovers trending content, topics or themes. The platform allows brands to react to real-time moments, instead of creating strategies around moments that have already passed. Empower is also leading the influencer marketing relationship between American Standard and Olympic gymnast, Shawn Johnson East. The 2008 Olympic gold medalist is renovating her home using American Standard products.