| Title | GET MORE VALUE |
| Brand | KIA MOTOR COMPANY AUSTRALIA |
| Product / Service | KIA CERATO HATCH |
| Category | C01. Integrated Media Campaign |
| Entrant | INITIATIVE Sydney, AUSTRALIA |
| Entrant Company: | INITIATIVE Sydney, AUSTRALIA |
| Media Agency: | INITIATIVE Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Uma Sekar | Initiative | Strategy Director |
| Rochelle Cass | Initiative | Media Investment Director |
| Simon Hornery | Innocean | Group Business Director |
| Kathy O'Connor | Innocean | Planning Director |
| Janine Allan | Innocean | Business Director |
| Daniel Vega | Innocean | Media Director |
| Austereo | Media Company | |
| Robyin Li | Initiative | Planner/Buyer |
| Jimmy Gatsos | Initiative | Media Coordinator |
| Sekar |
We drove 45,000 unique visitors to the site - 20% of people who will buy a small car in Australia this year! A sustained programme of planned social and SEO drove conversation and engagement across the wider web. This lead to an increased ‘Kia’ buzz association with ‘value’ and positive words like ‘good’, ‘love’, ‘like’ and ‘great’. From a brand point of view • Consideration increased by 33% • “Offers good value from money” increased by 250% • Kia brand rejection decreased by 44%! Most importantly, our unique engagement campaign drove reappraisal with Cerato with sales up 33% YOY !
We created the first branded deals site in Australia - getmorevalue.com.au; an interactive website that gave consumers access to daily value deals. To create synergy with the car, the deals were linked to a Cerato feature eg. iPOD connectivity connected with music tickets. This idea was executed across all paid, earned and owned comms. We brought it to the masses through TV, outdoor, digital and radio executions tagged with the website. This was an absolute first for the client, normally so focused on driving straight to their own website. The site was optimised for search against the value offer keywords. We amplified in social with digital PR , social share functionality, video seeding and a blog team all improving KIA’s overall search performance and driving more people to engage with the car and the deals. We even convinced the Kia client to redirect their ‘owned’ Cerato site traffic to getmorevalue.com.au!
The small car category in Australia is one of the most competitive in the world – 50 models with variants of sedan, wagon and hatch for each. Unfortunately for KIA, Cerato was not remotely on the radar. To practical small car buyers 30-50, KIA stood for ‘cheap’ rather than ‘value’. To deliver success we needed to overcome this perception and force re-consideration of the brand and model. We recognised the global phenomenon towards of group offer and voucher sites however it was yet to hit Australia’s shores. We also identified that our target had a passion for online shopping sites and a high usage of vouchers. Combined, these 2 insights showed that we had a massive opportunity to dial up the feature packed, value proposition of the Kia Cerato!