Kia presents a social experiment: the authentic choice
For the introduction of the new Kia Ceed, named ‘The new number 1’ by AutoBild, XXS Amsterdam designed a social experiment. In which we follow business drivers with hidden cameras to show that we often follow the group when making decisions. Instead, Kia would like to invite these business drivers to make a truly authentic choice.
The experiment shows business drivers are often guided by peer pressure rather than making an authentic choice themselves. It’s no surprise the top 5 most chosen lease cars hardly changes. At the end of the film Kia encourages the business driver to make an authentic choice: a choice that you really make yourself.
With this campaign Kia does more than just telling about the new Ceed. It shows you in an unconventional way what the Kia brand mentality stands for. It invites you to make your own choices and deviate from the beaten path.