These days, people want to do their part to the help the environment. Everywhere you turn another celebrity is trying to be the next eco-warrior advocate. It’s not easy, saving the trees, the whales or the rhinos. Enter the Kia Niro. Designed to be a stylish crossover utility vehicle while being eco-friendly. In fact, it’s the only crossover that gets over 40 MPG, you can do your part without hurting yourself.

For this year’s Big Game commercial, we find Melissa McCarthy on a mission to save the environment.

She realizes it’s difficult to be an eco warrior. Not only does she have to brave the elements, but also comes face-to-face with other extreme dangers. Like chainsaws. And angry rhinos.

Luckily, she drives the Kia Niro: A smarter kind of crossover. So even if she doesn’t continue on her eco adventures, she’s still an eco warrior by driving the Kia Niro.

Phase 1 of the campaign will launch on broadcast going live, Monday 1/17. The Phase 2 Super Bowl Digital teaser will go live on Monday 1/23 followed by the Super Bowl spot "Hero's Journey" which will break on the NiroBot, the official Chatbot living on Facebook Messenger, on 2/1.

The :60 "Hero's Journey" Big Game spot will launch on broadcast during the 3rd quarter on Super Bowl Sunday, 2/5. Digital media and preroll will begin 2/6, showcasing Super Bowl digital video creative. Digital feature videos, "Penguin", "Rhino", and "Iceberg", will release on Kia's social channels as well as the NiroBot starting 1/26.

Phase 3 support will begin shortly after with the "Breakthroughs" spots running on broadcast/online.

Reach: 68 units (estimated) 176.87 TRPs (estimated)

Engagement: Website Link CTR since February 6th has settled at a strong 2.82% link click CTR.

Daily page engagement has shown a natural cooling trend after Super Bowl Sunday but shows an elevated resting volume at 2.3x than was seen before Feb.1st.

Post Super Bowl there was a 62% increase in daily Youtube engagements compared to 2016.

Paid search-driven views the Kia Niro finished strong the week after the SB, ending with 12.5MM views in 5 days impact.

Won Ad Blitz on Youtube in addition to winning Ad Meter on USA Today.

Niro is now leading all competitors by share of discrete positive sentiment at 22%.

Sales: Niro went on sale January and has sold nearly 5000 units to date.

Achievement against business targets: USA Today Ad Meter was a proxy for successfully branding new nameplate. The Niro spot won the Ad Meter.

A future-forward car deserves a future-forward campaign and Niro got it. "Hero's Journey," the Kia Niro launch campaign, plotted its itinerary across a range of media and technologies. Youtube teasers drove intrigue and curiosity, Twitter spread the word, and Nirobot on Facebook Messenger drove deep engagement, a Facebook-based contest offered props from the shoot, and a social influencer effort delivered themed surprise and delight items to some lucky hashtaggers.

Target audience: Work targeted a spectrum of shoppers who find the crossover formula highly appealing-combination of comfort and tech of a car, capability of a small SUV, and the versatility of a hatch.

Integration: Campaign theme of #Smarterway was the glue for everything from teasers to online videos to gifs to tweets to sweeps to the custom chatbot. Every element, media type, and every technology used built on the theme that the hybrid Niro is a smarter way to go.

Approach: Nearly everyone wants a crossover. Lots of people would love to lighten their carbon footprint. No one wants to sacrifice. Enter the Kia Niro: you can do your part without compromise.

Situation: In the decade prior to 2017 a wave of alternative fuel vehicles had hit the market. How could Kia successfully launch a ground-up hybrid in a mature market? We needed to position the Niro as a breakthrough among dedicated hybrids: the first to offer the versatility of a crossover, excellent driving dynamics, and the super efficiency of a hybrid drive train all in one package.

Brief: Kia looked to grow its green car offering and make the new Niro a leader of a new generation of ground-up hybrids.

Objectives: Drive recognition of new nameplate. Win popular Super Bowl ad polls. Drive Kia site visits and third party site visits. Sustain the conversation around Niro for more than game day.