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Admiration Guaranteed

headlinecnen
Admiration Guaranteed.
basics
Industry: Automotive & Services
Media:Promotion & Event
Market:Germany
Language:English
Style: Minimalism
descriptioncnen
情节
SUMMARY:

With a market share of almost 25%, supermini cars are already an important sales factor for mainstream brands and further growth is anticipated. To attract new, young customers at an early stage, clear positioning within the market is important to ensure future growth in line with the rest of the sector.
For all its attributes, the new Kia Rio lacked adequate prominence and a strong brand image compared to its dominant and established competitors.
Kia set out to achieve over 5000 new registrations in Q4 2011 in the BIG5 markets and to accomplish a long-lasting improvement of the Kia brand image.
The campaign centered on a 30-second TV commercial based on Ocean’s Eleven-style gangsters, with four different 20- to 30-second endings to attract a highly affinitive online target group to the Kia homepage. The emotional reach created via the leading medium of TV was extended into the net with an online and Web 2.0 ‘battle plan’, with TV sponsorship to create awareness and recollection and radio and daily newspapers to support final activation
Sales targets were exceeded by a large margin, with faster growth rates than any other competitor. The Kia Rio campaign reflects positively on the Kia brand as a whole - no other automobile brand managed to climb a whole 11 places in trend brand rankings.
credit
Brand:
Agency:
Other credit:Others/Agency: gürtlerbachmann GmbH, Wolfgang Rindchen, Frank Bachmann
awards
EACA Euro Effies 2012
Bronze Automotive
Automotive
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