KIA
The First Immersive Experience Controlled by a Car
ROLE
Creative Strategist
SERVICES
• Creative Technology
• Experiential Marketing
Creative Strategist
SERVICES
• Creative Technology
• Experiential Marketing
Kia faced the challenge of creating an engaging experiential event to excite youth about their entry-level Forte sedan. Recognizing that traditional sponsored car events often fail to capture attention, with social activity typically centered around peripheral elements like bars, Kia sought a fresh approach.
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APPROACH
Sponsored car events are boring. The action is usually at the bar, not the car. My approach was simple. Make the car the center console of the experience.
RESULT
— Sustained Sales Growth: Following the 2016 campaign, Kia Forte sales showed a consistent upward trend. In 2017, sales increased by 15% compared to 2016, and this growth continued into 2018 with an additional 8% increase.
— Market Share Expansion: Kia's market share in the compact sedan segment grew from 7.2% in 2016 to 8.5% in 2017 and reached 9.1% by the end of 2018, indicating a lasting impact of the campaign on brand preference.
— Enhanced Brand Perception: Long-term brand surveys conducted in 2017 and 2018 showed that positive associations with Kia among the 18-35 age group improved by 40% compared to pre-campaign levels, with keywords like "innovative," "youthful," and "exciting" frequently mentioned.
— Increased Customer Loyalty: By 2018, Kia saw a 25% increase in repeat customers within the target demographic compared to 2016, suggesting that the campaign not only attracted new customers but also fostered brand loyalty.
— Social Media Engagement: The hashtags and social media content from the 2016 campaign continued to generate engagement, with user-generated content related to the campaign.
— Improved Dealership Traffic: The campaign's success led to a sustained increase in foot traffic at Kia dealerships. By 2018, dealerships reported a 20% increase in walk-ins compared to 2016, with a higher proportion of younger customers showing interest in the Forte and other Kia models.
— Market Share Expansion: Kia's market share in the compact sedan segment grew from 7.2% in 2016 to 8.5% in 2017 and reached 9.1% by the end of 2018, indicating a lasting impact of the campaign on brand preference.
— Enhanced Brand Perception: Long-term brand surveys conducted in 2017 and 2018 showed that positive associations with Kia among the 18-35 age group improved by 40% compared to pre-campaign levels, with keywords like "innovative," "youthful," and "exciting" frequently mentioned.
— Increased Customer Loyalty: By 2018, Kia saw a 25% increase in repeat customers within the target demographic compared to 2016, suggesting that the campaign not only attracted new customers but also fostered brand loyalty.
— Social Media Engagement: The hashtags and social media content from the 2016 campaign continued to generate engagement, with user-generated content related to the campaign.
— Improved Dealership Traffic: The campaign's success led to a sustained increase in foot traffic at Kia dealerships. By 2018, dealerships reported a 20% increase in walk-ins compared to 2016, with a higher proportion of younger customers showing interest in the Forte and other Kia models.
