The Challenge

When Kia first approached e3 over 10 years ago, they were a small brand with big ideas. In the last 10 years, a combination of great products and a challenging, digitally led, marketing strategy has catapulted the brand to becoming a key player in the automotive sector - commanding a 3.26% market share and moving them ahead of traditional big competitors such as Honda, Fiat and Renault.

The Solution

Kia could never compete with the media budgets of the established players, and hence turned to e3 to architect a digital strategy that would build the brand and bring commercial success to the business.

Digital allowed Kia to level the playing field, where being smart was far more important than being big. Rooted in the brand promise of 'The Power to Surprise', e3 has continually evolved a digital platform that delights users, challenges convention and helps Kia outperform the market.

To date, we have executed 3 major developments of kia.co.uk, which is now a critical part of the sales journey, influencing the sale of £1bn of new and used cars annually.

In addition, we cover press, PR, display and product launch destinations, right through to booking test drives and finding a dealer.

Our work for all Kia digital activity covers:

  • The main www.kia.co.uk website serving desktop and mobile audiences
  • 175 dealer sites
  • All new car launches 
  • Digital brochures for the majority of the product range
  • Integrated digital campaign
  • Social media activity 

The Results

Digital is a key sales channel for Kia. The site excites interest in the brand and drives interest in the product.

  • Market share growth from 0.5% to 3.26% in 10 years
  • Kia.co.uk frequently exceeds 1m visits a month
  • 59.6% interact with new car information (against 48.4% industry average)
  • 11.9% locate their nearest dealer (against 7.6% industry average)
  • UK is now Kia’s largest market in Europe

Here’s what Kia say about our latest work for the Kia iBrochures: 

"e3 has helped us achieve our aim of bringing the Kia range to life through the high quality and design of each new model, by ensuring the Kia iBrochures reflect this vision in both their look and feel, enabling customers to effectively engage with each model of interest. The solution e3 has created, has delivered a customer experience that combines the relevancy of a digital brochure, with the desirability of a traditional paper brochure. More customers are engaging with the iBrochures than ever before, and importantly, we have seen a significant increase in test drives and visits to dealers; but we also benefit through the quality, flexibility and cost efficiency of this solution".   Kim Wiggins, Digital Marketing Manager, Kia Motors UK

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