| Title | PAUL (THE ORACLE) IS BACK! |
| Brand | KIA MOTORS |
| Product / Service | SORENTO |
| Category | A09. Best Use of Social Media Marketing |
| Entrant | INNOCEAN WORLDWIDE CHINA SHANGHAI Shanghai, CHINA |
| Entrant Company: | INNOCEAN WORLDWIDE CHINA SHANGHAI Shanghai, CHINA |
| Advertising Agency: | INNOCEAN WORLDWIDE CHINA SHANGHAI Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| T.h Yoon | Kia Motors China | General Manager |
| D.k Kim | Kia Motors China | Vp/Marketing Dept |
| J.l Jin | Kia Motors China | Manager/Marketing Dept |
| Y.m Zhou | Kia Motors China | Associate/Marketing Dept |
| Jun Lee | Innocean Worldwide China/Shanghai | Group Account Director |
| Jay H. Kim | Innocean Worldwide China/Shanghai | Campaign Director |
| Tony Cheng | Innocean Worldwide China/Shanghai | Media Director |
| Vicky Kim | Innocean Worldwide China/Shanghai | Campaign Manager |
| Joongho Chu | Innocean Worldwide China/Shanghai | Campaign Executive |
| Leo Lee | Allyes Quanshi Eastern China Branch | Business Director |
| Harry Zhao | Allyes Quanshi Eastern China Branch | Account Director |
| Steven Zhou | Allyes Quanshi Eastern China Branch | Account Manager |
| Stely Yu | Allyes Quanshi Eastern China Branch | Art Director |
| Raymond Teng | Allyes Quanshi Eastern China Branch | Senior Social-Marketing Manager |
We got result as below; 1. Game Application: - + 800,000 downloads in total. (Most downloaded game application within a month in auto category in China) - + 305,000 game related re-posts created by users in Weibo. 2. Paul's Weibo: + 48,000 fans & his posts viewed by over 18,000,000 Weibo users. 3. Interactive Sitcom: has been seen more than 3,200,000 times. 4. KIA Official Weibo 1) + 100,000 new fans during this campaign. 2) 350% fan growth in total & 3,090% daily growth compared to before campaign. 5. Others: Over 850,000 people visited KIA official showrooms or event-sites.
We picked up "Game prediction" as a keyword and developed the smartphone-based game application. We also re-create the Paul the octopus as a resurrected football oracle & opened official Weibo(Chinese twitter) for real-time communication with audience. Besides, We made the series of viral video called "Paul is back" the interactive sitcom of 21 episodes. Game application, Paul's Weibo, Viral Video (In major video site) & KIA's official Weibo are all connected one another in organic way, so once people contacted one of this contents they were encouraged to visit other 3 platforms as well.
Football is the most popular sports in the world and China has the most football fans of all. KIA Motors has been an official partner of EURO since 2008. However, KIA's sponsorship was not well known in China due to its relatively low brand recognition. KIA wants to enhance its brand recognition and preference in China. We focused on the fact that many people argue about result of every game as well as who's going to be champion. We decided to set up a platform which is able to let Chinese people enjoy EURO 2012 interactively and we believe that they will accept KIA motors as friendly brand while enjoying EURO cup in our platform.