The pan-European digital storytelling campaign tells the story of a policeman that – to the disappointment of the owner – falls in love with the new Kia sportage and puts it under the magnifying glass: on the Kia website, social media channels and on relevant special interest platforms.
The new Kia Sportage doesn’t just look good, but offers many additional features as standard. What many potential customers don’t know: the quality standards of these technologies are now absolutely comparable to the competition. That’s exactly what we wanted to communicate in an entertaining way – avoiding usual online lists of features.
We used the policeman established in the classical campaign as a testimonial for the new car. On the campaign microsite the protector of order falls in love with the new Spotage’s design and technology. On social media channels, he “checks over” his fans automobile knowledge. Display ads and prerolls lead the user to the relevant digital touch points.
The campaign didn’t just have a positive impact on sales KPIs like test drive bookings and catalogue requests which climbed by 44% and 10% respectively, but the car’s “likeability” grew by an average of 25%. A great success – one that was rewarded with a silver Euro Effie Award.
Client: Kia Motors Europe
Director: Marc Hartmann
Photography: Seagram Pearce
Production: Tempomedia
Music: German Wahnsinn