The campaign launched on Saturday, March 3rd with a media first – a scratchable advertisement with a layer of latex applied, to appear like mud, which readers can scratch away to reveal the new Kia car model. The advert appeard on the back cover of The Telegraph Magazine and is, according to the Telegraph, the first time that a scratchable latex finish has been applied to a magazine cover.
As well as the advertisement and online activity, the campaign will include six features entitled, ‘Finding the real...’, written by Telegraph journalists and celebrities including James Caan and Alex James, who will travel across the UK discovering more about various British regions.
The editorial content, which will run until April 14th, will also feature watermarking, driving readers through to a range of weekly competitions and video content on the online hub, which will launch on March 10th and run until June 22nd.
Matt Cory, Director of Create, TMG, said: “We are excited to have partnered with Kia, for this consumer campaign, refreshing the public’s opinion of the brand and using The Telegraph’s expertise to do this in new and innovative ways.
“The ‘scratchable’ latex advert compliments the content and theme of the campaign, shaking off old perceptions and introducing a new way of thinking.”
Lawrence Hamilton, General Manager of Marketing Communications, Kia Motors, said, “The partnership with The Telegraph allows us to tell a deeper story about the outstanding range of stylish and high quality vehicles we offer customers.
“As with the rest of our national advertising campaign, the no-nonsense, scratch advert simply lets the looks of the Sportage speak for itself, whilst also demonstrating our desire to engage with customers in fun, original ways.”
Amy King, MPG Media Contacts, who brokered the deal, said, “We're really excited to be working with The Telegraph to produce a partnership across many touch points, that offers innovation and an experience that we know readers will benefit from.”
The latex advert was designed and developed by Innocean Worldwide UK / D&G.
