This Presentation is about Celebirty Endorsements. What we know about theory and how it can be used in pratice (KIA MOTORS EXAMPLE).

1. CELEBRITY ENDORSEMENT
In Practice

2. Celebrity Endorsements
To clarify exact meaning of Celebrity endorsement – it’s when brand involves a well known person in their
advertising campaign to promote a product or service.
You all should have seen thousands of ads starring celebrities, presenting us clothing collections, food, makeup, perfume and other products and services, which seem to be same as before, but the fact that “cover girl”
tells you she’s drinking that water, makes this product more wanted and puts it on another level.

3. Celebrity Endorsements
Companies spend huge amount of money to make celebrities appear in their ads:
Brad Pitt
David Beckham
Beyonce
Brand: Chanel (Chanel No. 5 ad)
Brand: Adidas
Brand: Pepsi
Payout: $7 million
Payout: $160 million (lifetime)
Payout: $50 million

4. PROS
Celebrity endorsement makes us remember ads better
It makes us perceive product more differently. Product contributes
star status
It helps ad to stand out from clutter. Celebrity-based campaigns hold
the viewer’s attention

5. Celebrity Endorsements Gone Well
Face of Chanel No. 5, Nicole Kidman had been a major success to the
fashion fragrance as she reportedly helped raise their business to
16%.
In 1984, Nike launched the most successful athlete endorsement
campaign in history. Even though Michael Jordan has been out of the
game for nearly 9 years. The Jordan Brand is now a branch of Nike that
has grossed over $1 billion.

6. CONS
It’s always a risk. Brand image may easily be affected by celebrities’
good/bad behavior
Celebrity may overshadow brand and customers may focus on
celebrity, not on product
It’s always better when celebrity is representing one brand. When
endorsing in too much campaigns it may not be effective separately
for each of these companies

7. Celebrity Endorsements Gone Bad
After publishing pictures of
In November 1991, L.A. Lakers
Kate Moss in Daily Mirror
star Johnson stunned the
sports world by announcing
that he had been infected with
HIV while cheating on his wife.
Industry experts said within six
months, all of Johnson’s
sponsorship deals, including
those with Pepsi and Converse,
had vanished
newspaper where she was
taking drugs Chanel, Burberry
and H&M cancelled their
campaigns and contracts with
her.
In 2004, the milk processors
and dairy farmers responsible
for the “Got Milk?” advertising
campaign were forced to
terminate ads featuring Olsen
Twins after Mary-Kate checked
into a treatment facility for a
“health-related issue” that
some publications reported as
an eating disorder.

8. Celebrity Endorsement in Practice
TASK
Client: KIA MOTORS GEORGIA
Chief Branding Officer wants brand Localization and use
Celebrity Endorsement
Brand Identity:
Vibrant – Kia’s challenging spirit, fun attitude and proven capabilities resonate in people’s minds. It
continuously strives to be at the pulse of time to deliver inspiring customer experience.
Distinctive – it offers unique product designs, smart technologies and enjoyable services. Kia’s free spirit
creates new and colorful life for everyone.
Reliable – Kia never compromises quality. Its relentless pursuit of safety, performance and comfort makes
Kia a trustworthy friend.

9. Brief
Target Audience
25-35 years, Urban, male, upper income earners, Young Achievers, Looking for Status
Brand Challenge
I would rather prefer to pay same amount of Money for secondary BMW or Mercedes rather than buy
BRAND NEW KIA. As far as I don’t know what does the brand stand for
Brand Opportunity
To show Georgian consumer that Driving New KIA is a New Status Trend of those who already
Achieved something
Brand Deflectors:
Brand Attractors:
•
•
•
•
Refined Car Design
Affordability
Long-term Guarantee
Strategic alliances with Banks and Insurance
•
•
•
Not established Brand Image
Perception of low-status brand
Brand is distant from consumers

10. 3 Stages
1st - Defining Desired Brand Image
Attributes
2nd – Celebrity and Brand Story
3rd - Defining Celebrity Program for Brand
Support

11. Desired Strategy
3
Prestige
2
Reliability
Experience
1
Trendy
Comfort
Design
Distinctiveness
Status
pleasure Youngish
0
Quality
Affordability
Benefits
(Guarantee, fr
ee Insurance)
-1
-2
-3
-3
-2
-1
0
1
2
3

12. Story
Achievement has always been significant issue for Georgian People.
Friends in their 25-35 love to talk a lot about their personal/career/sport
Triumphs. Car is the most outstanding attribute that defines their status
and achievement Level
KIA AWARD – Celebrity/Achiever of the YEAR
George Loria
Attributes:
•Young-Achiever
•Trendy
•Likable

13. Brand Program
objective:
• Develop Emotional attachment with Target Audience via leveraging
“Status” territory
• Impress consumers & make brand more closer through George
Loria Celebrity Endorsement
mechanics:
ATL:
TVC - Kia Main Copy +5 sec Tag for G.Loria Testimonial; 16weeks; 2
flights; average – 250 weekly GRPs; 50-60% coverage.
Key Visual - G. Loria photo shooting with Kia Vehicles in Socially
Active Themes (Saving Goal at stadium; Desirable Friend; etc)
OOH - -Tbilisi/Batumi/Kutaisi – 30 Boards (4 months/2 flights)
Print – 3 Yellow Press Magazines – 6 Months/2 flights (60k Circulations
Total)
PR:
Test Drive - with George Loria every week days
Presentation and Award ceremony - for “Achiever of the Year” –
George Loria - In KIA MOTORS GEORGIA Show Room.
Press campaign with G.L.- interviews about life,, carrier, Interests, etc
all about Achievement of Young Georgia Professional
TV-Story with G.L. - incl. product placement: G.L home, at football
Ground, with friends, with parents, Going Out.
BTL:
Consumer Promo - Buy Kia and Get Infinite Credit Card; Allowance for
G.Loria’s every Football Match for 2014; KIA Club Card – entitling
permission on KIA Party during New Year
expected results:
Increase Top of mind +5pp
Increase “brand for me”, Attribute +2pp

14. KIA Activity Calendar - 2014
JAN
TVC
FRB
MAR
APR
MAY
JUNE
JUL
KIA Main Copy +5
Sec Tag
AUG
SEPT
OCT
KIA Main Copy +5
Sec Tag
1st Flight
2nd Flight
OOH
1st Flight
Press
2nd Flight
Presentation &
Award Ceremony
PR
Test Drive
TV Story
BTL
Press Campaign
Consuemr Promo/ Special Gifts
NOV
DEC

15. 15
Thank You
Vakhtang Antadze
GUM Category Manager Caucasus – Kraft Foods LLC
Part of Mondelēz International
Family of Companies
Anuka Chokhonelidze
Marketing Manager
Adress LLC.