To launch the Kia Cadenza, the brand’s largest sedan, there was a particularly strong need to find the balance between shopper motivation and aspiration. This segment has, by far, the largest portion of luxury brand cross-shoppers- they want all the style, comfort, and attention to detail found in an Audi or Lexus but at a mainstream brand price. Therefore, we made our competitive set the luxury car models our target audience desired but would ultimately forego.

We leveraged strategic media placement to intercept our audience during the early car shopping stages of their car buying journey to drive consideration. We reframed high-end valet drivers as luxury car authorities and put them to the test to drive credibility. Through a highly targeted and carefully orchestrated content and distribution strategy,  the Kia Cadenza managed to cross the luxury divide.