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Kia

Sportage launch campaign

Kia Sportage Case Header

In September Kia launched the first edition model for the new Sportage range. The new Sportage is potentially one of the best looking cars Kia has launched to date - designed by Peter Schreyer (Audi TT fame) and comes equipped with a raft of safety features and a high specification. The Sportage is classed as a ‘crossover SUV’ – a road car but with the rugged looks and capabilities of a 4x4 coupled with the performance and efficiency of a hatchback / saloon.

 
Our challenge was to develop and execute the online strategy for the Sportage launch ensuring that we were integrated with the above the line activity and that the key attributes were showcased to the user in a manner which created excitement and engagement. This was the first time that Kia UK was looking to integrate ATL advertising and digital solutions at the same time for a car launch. It was also their first foray into online video. With 35% of their £2m campaign budget dedicated to digital, this marked the company's largest digital investment to date.

Solution:

We worked closely with the above the line agency to develop an integrated campaign based on the proposition ‘A bit more adventurous’. The campaign centred on the three characters from Kia's TV ads, ‘Keith, Ian and Andy’, developed by D&G, which being run as part of its sponsorship of ITV's FA Cup coverage.

To extend this online and to create excitement and engagement we produced a series of video mini tests carried out by the three characters. Each mini test focussed on a different feature of the new Sportage in 'extreme everyday' ways in line with the campaign proposition.

We used rich media video advertising placements to showcase the videos across key sites such as MSN, Top Gear and Yahoo! where users could view the videos and interact with the campaign – using soft interaction each of the videos pause and ask a question such as ‘how long will it take Andy to complete the obstacle course’, before the video continues to the end.

Kia Sportage
  • Kia Sportage
  • Kia Sportage
  • Kia Sportage
  • Kia Sportage
To support the online advertising campaign we developed a microsite where users could view all of the videos as well as explore the car further to see key specs and drive requests for brochures, test drives and dealer requests.  Additionally, the videos were accessible on the Kia YouTube channel where users from the main video could view and interact with the content. 

The campaign was also been used to bolster Kia’s growing Facebook site where we posted exclusive behind the scenes footage of the video shoot as well as a dedicated Facebook page for the 3 characters ‘Keith, Ian and Andy’.
 
Results:
 
Sportage video display campaign
•Full video plays: 6,573,840
•Interaction time: 35s
•CTR: 0.91%

MSN page takeover
•12 hour takeover 9:00AM – 9:00PM
•80,000 CTR

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Related work

  • Lead UK agency


  • Autumn/Winter campaign

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