The focus of the campaign was a partnership with independent review platform Reevoo to create the UK’s first ever automotive multi-channel independent review platform, allowing customers to post un-moderated comments about their car directly on the manufacturer’s website. The campaign, which ran throughout 2013/14 broke new ground in the automotive industry with its transparency around customer reviews and generated an impressive response, with more than 10,000 independent reviews posted on the website within the first 12 months, and an average car rating of 9.1 out of 10.
In addition, we’ve seen monthly visits to the Kia website exceed 1 million, and car sales rise over 8% year-on-year. That’s an annual sales record for Kia UK, showing the value of the community – and of valuing the community itself.
As a result of the campaign’s popularity, Kia shifted all of its advertising and marketing focus to ‘Our cars speak for themselves. Our customers speak for us.’
Neil Collard, Managing Director, e3 said:
“This was a trailblazing campaign not only for Kia, but for the automotive market in general and has yielded fantastic results. We are extremely proud of what we achieved for Kia and the part we’ve played in shaping the way the automotive industry interacts with its customers. The Digitals Awards are a benchmark for quality in the industry and we are delighted to have received this award in recognition of our work on this campaign.”
The Digitals Awards recognise and reward the best work from the modern world of digital marketing.