GET MORE VALUE

TitleGET MORE VALUE
BrandKIA MOTOR COMPANY AUSTRALIA
Product / ServiceKIA CERATO HATCH
CategoryC01. Integrated Media Campaign
EntrantINITIATIVE Sydney, AUSTRALIA
Entrant Company:INITIATIVE Sydney, AUSTRALIA
Media Agency:INITIATIVE Sydney, AUSTRALIA

Credits

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

Results and Effectiveness

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 !

Creative Execution

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!

Insights, Strategy and the Idea

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!