Thursday, May 17th, 2012
Kia Motors has partnered with Iris, a Korean TV spy drama, for product placements.
The show features a complete line of Kia vehicles, including the K7, Mohave SUV, Forte compact, and Sorento R SUV. All in all, the Korean auto manufacturer has 19 vehicles featured in the show.
When the show travelled to Hungary, Kia supplied seven cars through its branches in the area. The auto manufacturer even introduced the K7, its latest luxury sedan, through the show. It was driven by Lee Byung-Hun, the main character in the show. He drove a specially-manufactured prototype in the show. The K7 will be available in Kia dealerships at the end of this month.
In adherence to the show, Kia is featuring models dressed as secret agents in their show rooms and promotional events. The carmaker is even considering selling the prototype version, because of the success of its marketing agreement with Iris.
Until a while ago, product placements were not a typical form of investment for foreign brands. However, with the recession at hand, companies are investing in alternate marketing plans.
In Korea, there are currently regulations against TV shows featuring corporate logos. However, a revised regulation has recently been passed by the Korea Communications Commission. If it is approved, company logo features will be legitimate in Korean TV shows.
Source: The Chosun Ilbo
