Kia sparks conversations with their bold and satirical front-page ads

Kia’s front-page advertisements have resulted in plenty of earned media and boosted their brand as a forerunner in electric cars. Helsingin Sanomat, a trusted icon of Finnish media, lends both visibility and reliability to advertising on its pages.

Kia aims for strong growth in the electric car market, which is reflected in their brand concept ‘Counterforce to Status Brands’. The goal is to make people rethink their preference of certain electric car brands; these days, the alternatives are just as advanced.

“Lukewarm changes nothing, so we want to do something that stands out and move Kia’s brand image towards the premium segment,” says Head of Marketing & PR Niina Ahokas from Astara Finland. 

Using satire to tap into societal talking points

Satirical humour invites the reader to put two and two together and makes as lasting impression. Kia Finland has made use of current talking points and wordplay to light-heartedly poke the status quo of the car industry.

“Comparative or playfully satirical advertising is highly successful abroad, but so far, there are few examples of it in Finland,” Ahokas says.

The front page of Helsingin Sanomat contextualises an advertisement as a part of societal and cultural conversation, says Sanoma’s Client Manager Siiri Medina.

“The advertising borrows credibility from the iconic media environment. Finns have an exceptional trust in news media, and when reading Helsingin Sanomat, they know to expect high-quality journalism and editorial independence,” Medina says. 

Kia is shifting its image from affordable option to forerunner 

To determine the direction of their new brand concept, Kia carried out a strategic segmentation in Finland. This revealed that old perceptions die hard; Kia has had a persistent image as an affordable Korean car with a long warranty.

“In the past, Kia has been favoured by consumers looking for an affordable vehicle, and brand preference has been notably lower among those considering more expensive options. Our growth opportunities lie upmarket,” Ahokas explains.

Recent research shows a clear shift in the brand’s image.

“The uplift on the claim ‘Kia is a forerunner in electric cars’ is 175 per cent. Our brand image has significantly improved in the segment that prefers more expensive cars, and we’ve had encouraging feedback from our competitors, partners, consumers and the target group, especially.”

Additionally, there is remarkable growth in purchase intent and marketing recall compared to last year. Kia’s market share in electric cars is now 7,5 per cent compared to 4 per cent in mid-2024.

Helsingin Sanomat is a statement spot for brand advertising

Kia has had two front-page ads in Helsingin Sanomat following the new brand concept. Niina Ahokas considers the front page a statement medium.

“It’s a premium spot with an air of a big campaign that truly gets noticed. The first campaign already proved its effectiveness and profitability. The discussions our ads have started have gained us a significant amount of earned media,” Ahokas applauds.

Medina calls the Helsingin Sanomat front page ‘the crown jewel of Finnish media’.

“Especially when launching a new brand or uplifting your image like Kia, the front page boosts your credibility and helps reach an audience with significant purchasing power. It can also be used to message your plans and ambitions to potential partners or stakeholders.”

Naturally, the creative execution is crucial; when the spot is yours, it needs to be used well. Kia’s fully local campaign concept was designed by Folk Finland and ToinenPHD.

“Combining a front-page ad with digital platforms and targeting will bring even better results, and a smart and eye-catching concept creates impressions beyond print,” Medina says.

Create a local campaign that resonates with the help of Sanoma Content Studio