SOUL is a uniquely designed crossover utility vehicle by Kia Motors.KIA Motors participated as a joint producer of music dramas (Korean version of Friends – NBC hit sitcom).

 Under the title, , SOUL is personified and appears as a soul matewho acts as a counselor and a helper in the story of work, dream and love of the young people.Kia Motors made a high-efficient communication by producing many contents with not much budget.Give some idea of how successful this campaign/entry was with both client and consumerAbout 4 million (3,963,242) people viewed the drama over a two month period after the upload.Brand performance through over about 100 exposures in newspapers and magazines as well as TV including an entertainment news programme at MBC, Korea’s representative broadcasting station.Performance:1. [Efficiency]This project made a high efficiency0.06$ = a reach cost per person2. [Commercial Preference]Received an high level mark compared with the average advertising effect from TNS, a global market research institute.

3. [Brand Image]SOUL is recognised as the most attractive car design among other compact cars.Describe how the campaign/entry was launched across each channel in the order of implementationOne drama uploaded every week to a major website portal frequently visited by the target group & [soul.kia.co.kr] publicised in link with the official Kia Motors SOUL site.

A four-part music video series uploaded in sequence along with the music drama series.Actual album produced and released with much interests in music drama, music and music video.Attract downloads through screen savers and wall papers.On Air TV-CM and Radio CM through the use of drama source.