Case History Database

Launching its first ute into a market dominated by two rivals, Kia faced the challenge of promoting the Tasman without being able to show the vehicle in action. With a brand reputation for suburban cars working against it, Kia had to convince a tough audience of tradies and farmers that its new ute was just as tough, capable, and Australian as the competition. The core strategic challenge was to drive consideration for an untested and unshowable vehicle, proving it could cut it in Australia's most entrenched auto category.

Jake Mesidis	Senior Strategist	Innocean Australia
Wesley Hawes	Executive Creative Director	Innocean Australia
Effie Kacopieros	Creative Director	Innocean Australia
Georgie Parchert	Copywriter	Innocean Australia
Lachlan Rotherham	Art Director	Innocean Australia
Conor Walsh	Client Partner	Innocean Australia
Ruth Murphy	Senior Account Manager	Innocean Australia
Monique Pardavi	Senior Producer	Innocean Australia
Ariel Martin	Director	Scoundrel
Adrian Shapiro	Executive Producer	Scoundrel
Giordi Caputo	Producer	Scoundrel
Celia Tulevski	Production Manager	Scoundrel
Charlie Taylor	Production Coordinator	Scoundrel
Johanna Scott	Editor	ARC
Brett Carty	Director	Advertising Associates
Camille Hogeland	Head of Media	Advertising Associates
Matt Soulsby	Head of Digital	Advertising Associates
Eve Ransley	Group Programmatic Director	Advertising Associates
Marisa Galli	Account Director	Advertising Associates
Laura McGinley	Account Manager	Advertising Associates
Varun Agarwal	SEM Manager	Advertising Associates
Ciaran Campbell	Digital Director	Advertising Associates