G-5-14. Startups: challenges of strong business ideas

Agency	DEFA Interaktiv
Creative head	Vadim Igonin
Author of idea	Vadim Igonin
Product	KIA Optima
Description	In 2012, the business class vehicle KIA Optima appeared on the Russian market with updated equipment as one of the best in its segment in terms of the price to quality ratio. An online marketing campaign was implemented to attract the target audience, based on the currently rather popular subject of “business startups”. There’s no need to waste your energy and money on meaningless business projects; if you want to become a successful figure in the business sphere, just buy yourself a KIA Optima. With such a vehicle, one can quickly and easily gain status and success. Implementation: Four mythical business stories were invented in which the actor played the roles of entrepreneurs sharing their “startup experience”. Each story ends the same way: would-be entrepreneurs acquire the status they covet through the acquisition of a KIA Optima. We present you one of them.
Team members	Art direction: Nazir Khasavov Project management: Alla Alexandrova, Yuri Stepanov, Alexandra Puzatova Design: Nazir Khasavov, Anna Kobtseva, Ruslan Mirsalikhov Copywriting: Slava Malakhov Video post-production, Mikhail Konovalov Flash development, Motion design: Vladimir Minaev Programming: Alexey Kazakov, Ivan Kocheev

http://startup.kia.ru

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