David&Goliath Awarded Gold Effie for Innovative Kia Soul Campaigns

NEW YORK, NY--(Marketwire - Jun 8, 2011) - LA-based creative agency David&Goliath (http://dng.com) was awarded a Gold Effie for its 2009 and 2010 Kia Soul campaigns created for Kia Motors America. The award was announced last night at the 43^rd annual Effie Gala at Cipriani 42^nd Street in New York. Since 1968, winning an Effie award has become a global symbol of achievement honoring marketing communications ideas that work. Fittingly, the Gold was awarded to D&G in the David vs. Goliath category, which grants awards to smaller, new or emerging brands that challenge category leaders head-on.

The Soul was launched in 2009, amidst the disastrous downturn in the automotive industry and a recession that threatened to transform consumer purchasing patterns. It was Kia's first car truly aimed at Gen Y. Adding to the challenge, Kia had to compete with similar models from "cooler," more established automakers, such as the Toyota Scion and Nissan Cube. In an effort to create something completely different that would attract a younger, twentysomething audience in the media venues they cared about the most, D&G created "A New Way to Roll," an integrated campaign rooted in new media. The Soul work wasn't about tattoos and rebellion -- it was about offering an alternative to "the alternative." Kia connected with its audience through a body of work that looked, felt and sounded different.

The campaign encompassed multi-platform engagements including two unique TV spots starring hamsters; print and billboard ads; video games; website with downloadable music; a traveling music festival featuring free concerts with some of today's hottest bands; a web series, Moochie; and a clothing line, Hamstar.

"Having the Kia story recognized for the second year in a row in the David vs. Goliath Category is the ultimate testimony to the work we're doing," said David Angelo, founder and chief creative officer of David&Goliath. "We're continuously working towards innovative answers to business challenges, and the incredible response that the Kia campaigns have received is a demonstration of how businesses can fight their way into market leadership."

Results of the campaigns included:

• Over 130,000 Soul vehicles sold in the U.S.
• The Soul videos on YouTube received +6MM views
• The Soul TV spots were awarded Nielsen's Most Effective Automotive Ad two years in a row (2009 and 2010)
• The Soul captured +70% of the segment market share (2-3% increase is industry standard)

Kia Motors' unprecedented growth trend continues today -- demand for the Soul remained high in May 2011, exceeding its previous best-ever sales total with 11,157 units sold. The campaign has not only increased awareness of the Soul, but has introduced the Kia brand to a new audience and allowed consumers to see Kia in a new light.

About David&Goliath
Founded in 1999, David&Goliath is an independent, national and international full-service creative agency that is dedicated to thinking creatively about any and all ways to build its clients' business. Current clients include Kia Motors, CKE (Carl's Jr. and Hardee's), California Lottery, Universal Studios, PaperMate (a division of Newell Rubbermaid) and MGM Resorts (Monte Carlo and New York-New York), to name a few. David&Goliath's mission is to be the antithesis of the traditional advertising agency -- no strings, no conflicts, no limitations. Brave in the face of goliath marketing challenges, David&Goliath is about overcoming something big. For more information, visit www.dng.com.