[Ad Analysis] Kia EV X Ryu Seung-ryong: A Marketing Strategy for Popularizing Electric Vehicles Through the 'EV Multiverse'
Hello! Today, I'd like to introduce you to a very interesting and entertaining advertising campaign that has broken new ground in automotive advertising.
This is the "For Every Life, EV Multiverse" campaign from [Kia The Kia EV X Ryu Seung-ryong].
Ryu Seung-ryong, a renowned actor who has recently showcased his diverse acting skills in dramas like "Moving" and the film "Extreme Job," stars as the model. This ad doesn't simply boast about the car's performance; through its unique "Multiverse" worldview, it perfectly illustrates how Kia's electric vehicle lineup can integrate into our lives.
Why did Kia choose to have actor Ryu Seung-ryong portray so many different selves? And what marketing strategy lies behind the "For Every Life" slogan? Let's delve into this.
🌌 1. Concept: Ten Million Actors Playing Multiple Roles: "EV Multiverse"
The core concept of this advertisement is the multiverse worldview: "My life isn't defined by a single thing."
Modern people are all workers, fathers, weekend campers, and occasionally dream of becoming racers. Kia presents these diverse personas in an omnibus format through the actor Ryu Seung-ryong.
Storytelling: Ryu Seung-ryong transforms into a variety of characters: a suit-wearing businessman, a loving family man, a sentimental car camper, and a speed-loving racer.
Connection: The structure is that when all these different selves meet Kia's electric vehicles (EV3, EV6, EV9) that perfectly fit their lifestyles, life satisfaction is complete. This breaks the stereotype that "electric vehicles are only for these types of people" and makes a powerful statement: "No matter what kind of life you lead, Kia has an EV for you."
🎭 2. Model Strategy: Why Ryu Seung-ryong?
Kia's choice of actor Ryu Seung-ryong was nothing short of a stroke of genius.
Overwhelming Versatility:
Ryu Seung-ryong is one of the few actors who can handle comedy, action, human drama, and thriller. The concept of the "EV Multiverse" requires a single actor to embody multiple characters with vastly different personalities. Few actors can bridge this gap as naturally, playfully, and authentically as Ryu Seung-ryong.
Cross-Generational Appeal:
He enjoys high appeal across all age groups, thanks to his comedic performance in "Extreme Job" and his fatherly love in "Moving." This model selection demonstrates that Kia's EV lineup is expanding beyond a select group of enthusiasts and targeting the "mass."
Coexistence of Trust and Wit:
Trust is fundamental to car advertising. Actor Ryu Seung-ryong's deep voice and serious image maintain the brand's credibility, while his signature sly facial expressions keep the ad engaging.
🚗 3. Brand Message & Lineup: Embodying "For Every Life"
This ad goes beyond Kia's brand slogan, "Movement that inspires," and embodies the EV-specific slogan, "For Every Life."
In the ad, Ryu Seung-ryong's alter egos each choose a different vehicle.
EV9 (Family & Flagship): Ryu Seung-ryong, who represents a family that requires ample space or a successful leader, drives the EV9. This symbolizes the grandeur and spaciousness of a large electric SUV.
EV6 (Performance & Style): Ryu Seung-ryong, who enjoys dynamic driving or pursues a trendy sensibility, accompanies the EV6. It emphasizes its sleek design and performance.
EV3 (Practicality & Popularization): The EV3 appears in the image of pursuing a reasonable and smart lifestyle. It appeals to the appeal of being an entry-level model that will lead the popularization of electric vehicles.
In other words, this ad is not a single vehicle model ad, but rather an integrated brand campaign introducing the "Full Kia EV Lineup."
🎯 4. Target Analysis: From Early Adopters to Everyone
While past electric vehicle ads targeted early adopters with slogans like "saving the planet" or "cutting-edge technology," this ad significantly expands its target audience to include "everyone."
30-40 Heads of Households: The EV9's spaciousness appeals to those seeking a spacious and safe vehicle for their families.
2030 Young Target Audience: For those seeking individuality and the fun of driving, the EV6 delivers a hip sensibility.
EV Beginners: For those considering an electric vehicle but concerned about price and practicality, the EV3 offers an alternative.
This is a "Chasm Crossing" strategy that uses the approachable model Ryu Seung-ryong to convince viewers, "Electric vehicles are no longer difficult. Simply choose the one that fits your lifestyle."
🎬 5. Creative Analysis: A Cinematic 1-Minute
The visuals and directing are also excellent.
Fast Cut Editing and Transitions: When Ryu Seung-ryong opens the door and steps out, a natural transition technique is used, creating the illusion of entering another world (multiverse). This enhances the film's immersion and prevents boredom.
Harmony of Contrasting Atmospheres: The emotional car camping scene uses warm colors and soothing music, while the racing scene uses cool tones and rhythmic sounds to visually and aurally distinguish the characteristics of each model.
Humor Code: Ryu Seung-ryong's performance, appearing in an unexpected situation with a serious expression, is the driving force behind the ad's retention.
📈 6. Marketing Implications: Solving the Dilemma of Choice
Consumers tend to withhold their choices when faced with too many options (the paradox of choice). Kia clearly addresses this dilemma with this ad.
"Which Ryu Seung-ryong are you?"
Consumers who watch the ad identify with the specific character played by Ryu Seung-ryong. This sophisticated psychological marketing strategy naturally leads them to think, "I like camping on the weekends, so I look like that. Then the EV9 would be right for me."
📝 Conclusion: Kia EV for Every Moment
[Kia The Kia EV X Ryu Seung-ryong]'s "EV Multiverse" ad goes beyond simply selling cars. It's a masterful and sophisticated way of expressing the brand's philosophy of "understanding and respecting the customer's lifestyle."
Just like actor Ryu Seung-ryong, who has a thousand faces, our lives change with every moment. Kia's confidence in taking charge of your mobility at any moment. Which Kia EV do you need for your multiverse right now?
This concludes our review of the Kia EV advertising campaign, analyzed through a marketer's lens. We'll be back with more interesting brand insights in the next post!
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