IN an effort to showcase their diverse products to a younger market, KIA Motors has joined forces with reggae group To-Isis and dancehall artiste Ding Dong to produce a music video.

The video, titled We A Party, premiered at a recent function dubbed KIA Celebration 1.

“In North America, KIA has been collaborating with recording artistes, musicians and athletes to help promote the brand’s new image and we are following that initiative. We want the public to know that KIA is alive and kicking,” said Richard Reid, sales manager of the Chelsea Avenue-based KIA Motors.

“To-Isis is a vibrant and positive reggae group and Ding Dong is a summer party artiste that everyone loves. We thought that would make a nice combination to represent our fresh image,” said Reid told Auto.

The event showcased new models, including the Rio, Picanto, Soul and Sorento. A brand new service centre was also unveiled.

“The video is fun and colourful and was very well received by those who saw it at the premiere. The hits on YouTube keep growing every day so we’re happy the campaign is off to such a great start,” he continued.

The video features the artistes entering a KIA Motors outlet, purchasing and driving out three models, the Picanto, the Soul and the Sorento. The vehicles are priced between $1.6 to $2.5 million and the brand is currently in discussions with a major financial institution to offer an attractive payment package to interested buyers.

Reid said that this event was the first of four synergies the brand would be revealing throughout the year. The first two are being called ‘Kia and Entertainment’ and ‘Kia and Sports’.

In North America, entertainers have been used to endorse automobiles. Late last year, American artiste Jennifer Lopez was used to boost sales of the Fiat 500.