Revolting boomers

This promotional event really appealed to me. Kia Motors America, responding to the ‘groundswell from boomers’, has launched a national campaign to change the definition of baby boomer.

In early November, the automaker sent a baby boomer couple, Louis and Mariann (terrific names), across the country in its newest vehicle, the Kia Amanti, to gather signatures from boomers asking that Merriam-Webster's dictionary no longer define baby boomers solely by the year they were born.

According to a recent national Omnibus survey commissioned by Kia Motors America, baby boomers no longer want to be defined as old. The company believes the ‘Woodstock Generation’ (don’t just hate that term) may be receiving their AARP (American Association of Retired Persons) cards, but the 78 million plus baby boomers in the U.S. consider themselves young at heart and highly active.

‘Our recent survey shows us that boomers don't want to be defined by their age, rather by a state of mind,’ says Kia Motors America President and CEO, Peter M. Butterfield. ‘We designed our new Kia Amanti for this group who want a car that offers style, safety and comfort and appreciates getting a lot of value for their money. Baby boomers are active at an age where they want to reward themselves and will always be young at heart.’

Three things. It is great to see a car company recognising the importance of the older consumer and targeting them in such a high profile manner. They have a good point about the definition of baby boomers. And, it is a very inventive promotional campaign. Well done Kia.