The Giant Morning Promotion

Although new promotion methods are appeared with smart phone, the most effective way of outdoor media is grand scale. With overwhelming scale to collect people's attention, this is an attraction of analog media even though media is becoming to digital. If they do promotion with adding symbolism and brand's philosophy with large scale, it could be perfect. This giant Morning promotion is a good example of this way to show both scale and symbolism.

Even though it is small, but we can give you a lot.
A boxer is watching his opponent with full confidence. This is the TV advertisement to inform of six airbags in All New Morning from Kia Motors. It gives lots of benefits and options such as airbags, heated steering, and sunroof which the original small car model cannot give.

The Giant Morning promotion also approached in this way. Brand identity of the giant model means lots of benefits for the customers. There were some cases to set a huge structure like this before, but one of promotion experts said "The reason why get interest of customers is that they have concepts and philosophy of their brand."

From the promotion team, Ms. Kim said "The point of this promotion is how to show the brand identity effectively. So, we planned to make a big Morning to show that even though it is small but we can give you a lot. That is why we could get a good reaction impacting by producing 2.4 times of original size"

Viral Marketing Effect
The Giant Morning promotion was originally for outdoor media promotion. However, it could get viral marketing effect naturally through online and social network. People took pictures of this and uploaded them on the twitter and spread widely. And, it was a short-term promotion for just one month, so it seems that impressions still linger on-line even the Giant Morning is demolished.
Ms. Kim said "The reason why we choose the M-stage was to find the wide space. M-stage was very good location for both drivers and pedestrians, we maximized the results as it was around the many offices and center of crossroads. We tried to do our best to make a giant morning same as original car's design and colors"