The Electrifying Transformation of an Underdog

Kia has evolved, and the EV9 is proof—an industry-defining flagship built to challenge perceptions and disrupt the EV landscape. But reshaping opinions requires more than a great vehicle; it demands a strategic, high-impact media approach.  

With a more affluent, highly educated target buyer, Zeno partnered with Kia’s Business Intelligence & Customer Research teams to identify its audience’s key media habits. Traditional auto reviews wouldn’t be enough. To truly break through, Kia needed earned media and prestigious awards across business, lifestyle, and travel verticals—positioning the EV9 as a statement of innovation and design.  

Recognizing this once-in-a-generation opportunity, Zeno launched an aggressive, year-long media and awards campaign that went beyond specs to tell the story of Kia’s transformation. The result? A powerful shift in perception—proving Kia isn’t just competing but redefining the category.