MediaInteractive

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2015

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ObjectivesCommunication:Regarding "Total Involvement" of the campaign, our team wished to achieve a +10% increase among general new car buyers and a +20% increase among "Progressive Modern Mainstreams" compared to the TNS benchmark.Brand development:Unaided Brand Awareness by +10%Enhance interest in the brand:Brochure Requests of all Kia models: +10%Test Drive Requests of all Kia models: +10%Improving Kia's brand image:Likeable: +25%Modern: + 25%Attractive design: + 25%Sales:Achieving a sales growth in line with the segment growth. However, keeping the 2013 sales level in case of a segment decrease.

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Communications StrategyThe target group we focused on was the Sigma Milieu "Progressive Modern Mainstreams" (PMMs). They are well-educated, communicative, out-going and young at heart. Additionally, as a role model they have influence over other target audiences.

New experiences are of vital importance to these consumers. Thus, entertaining them and in turn encouraging product and brand self-discovery was incredibly important in this campaign. Therefore, positioning our entertaining creative in the right attitudinal environments, on the right devices, with the right targeting and with the right formats, was essential.

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Creative StrategyThe creative of the campaign needed to be an approach that fulfils the following requirements:Cut-through the noise and to be recognized within the highly competitive C-SUV media landscape.Meet the needs and the taste of the target audience "Progressive Modern Mainstreams".Communicate the given, intended Kia brand attributes of Attractive Design and Modern.To be appealing enough that a general interest is aroused to find out more about the Kia brand and its model range (not only the Sportage).

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360 degree campaignThe first and foremost touch point for our audience was the TVC.At the continuation of the TVC, 10sec. reminders gave an activating call to action.The accompanying "making of" film was designed to increase the audience's involvement in the campaign.To keep the audience informed and engaged, the second major campaign pillar was designed to be a full scale digital operation.The web special not only provided easy access to information about the Kia Sportage, but also allowed for more interactive and entertaining content.Through a series of short web films the audience could explore the excellent design, technology and comfort of the Sportage in a very playful way.Standard and rich media web banners spread the word on various digital and social media channels.Since we wanted to get people talking, social media was the place to share photos, videos, and stories.Mobile geo-targeting and target by interest, as well as optimized search rounded out the digital campaign design.To further captivate our audience, print, OOH and POS materials gave the campaign consistent aesthetic through all communication touch points

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