There's a lot of competition for Canadian consumer attention, which means that automakers are increasingly looking for outside-the-box ways to get their messages across.
Kia is currently touring the country with the Red Cube, which at first blush looks more like an art installation than a vehicle-marketing campaign. Pedestrians are drawn in by screens teasing the Cube’s contents, which are eventually revealed to be colourful projections of Kia’s Soul and Soul EV compact wagons accompanied by key product details.
“Our big challenge is that consumers haven’t necessarily had a chance to interact with our vehicles,” says Steven Carter, director of marketing at Kia Canada. “People don’t have a lot of time. But if we can at least get people to experience it in a memorable way, then maybe next time they’re on the market they can put us on the consideration list.”