Commercial Production

University Kia is an Automotive Dealership with inventory for new, used, and certified Kia vehicles serving the Durham and Chapel Hill areas of North Carolina.

The Goal

University Kia needed an eye-catching and exciting commercial to show off their amazing new lineup of Kia cars and announce their new location in the Durham/Chapel Hill area. They needed professional videography and a spot marketing strategy.

The Outcome

Sokal proposed and delivered a Night Drive campaign that separated University Kia from their competitors. This commercial was unlike anything the store had ever run, and its unique shots ensured brand recognition Kia’s customer base in the Durham/Chapel Hill area.

Project Scope

  •  Production
  •  Videography
  •  Video Editing
  •  Photography
  •  Commercial Spot

Strategy

For years, University Ford and University Kia shared the same lot on the American Tobacco Campus in Durham, North Carolina. With both stores so close together and inventory parked side by side, it was always difficult to tell the two dealerships apart. As business started to expand, both dealerships were looking to relocate.

University Kia was the first dealership to move. To compliment this move, they needed a slight rebranding and a new image to set them apart from the Ford University store. University Kia trusted Sokal to create an exciting spot that would show off their new line of vehicles, promote the new image, and inform customers of their relocation.

Our production team knew a nighttime campaign would be the perfect way to separate the Kia store from its competitors. Sokal’s Night Drive campaign uses the night to set the tone for spots featuring a client’s complete line of remarkable vehicles. We took exterior footage of both parked and driving Kia vehicles, editing and mixing them with the appropriate mood music to favor the situation.

The end result was an upbeat and more sophisticated shot than your typical car commercial. We made sure to highlight Kia’s premier quality cars to instigate a sense of desirableness. This specialty spot successfully informed customers of University Kia’s relocation, widened brand recognition, and separated University Kia from the local competitors.