Results and Effectiveness

• Facebook global fans +100% to over 1.5 million, 90% of engagement coming from future buyers 18-34yo • 400% increase in 'likes' per day - from 2,000 to more than 11,000 • European pages grew: DE fans +184%, FR +112%, UK +148%, IT +172% • Consumers engagement on Facebook grew from 8,000 to 1.5million • Daily active users increased from 6,000 to 328,000 • 2.1million unique visits to the “Like Lab” • More than 7,700 users spent 69,300mins creating personalized videos to drive KIAs future design • +2,200 users posted on wall – 29% viral rate

Creative Execution

“I Like Kia” spot on TV available on portable platforms OOH and print created awareness that drove mass engagement to the Facebook global page. Fans had the opportunity to tell us ‘what they liked’ and ‘what inspires them’, in order for Kia to create better designed cars in the future: - They created interactive personalised videos based on their personality and Facebook 'likes' through Like Lab: Kia employees analysed what consumers liked, so that they could produce better Kia designed vehicles in the future - Kia’s global brand ambassador, Rafael Nadal, appeared in a video on TV showing what he likes with the Facebook 'like' button. After watching the video, fans could play the game “Guess What Nadal Likes.” - I Like Kia’ became incorporated in company culture in different videos: All Kia employees said ‘what that they like’ in Christmas and Kia dealers.

Insights, Strategy and the Idea

Kia has improved the quality and design of their cars unrecognisably from 5 years ago. Despite this, there is a consumer product perception gap; KIA is still perceived by many drivers as unemotional and budget, producing box-like cars. Our challenge was to upgrade Kia’s messaging to be more consumer-focused and aspirational, creating an emotional connection with drivers. Our future buyers live in converging digital world, using the internet as their main place of research. They don’t trust in traditional advertising; instead, 68% prefer their peer’s recommendations and like to be admired by friends for their smart purchasing declaring themselves fans of the things that they like. New Kia cars are inspired by our future drivers likes: is the fuel that influences Kia to move forward, challenging to enter into new frontiers of automotive technology and design that makes people around the globe to say : 'I like Kia'.