Kia Print REARVIEW CAMER RACE by Ogilvy & Mather Bogota

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REARVIEW CAMER RACE

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Industry Cars, Automotive products, services and accessories
Media Print, Magazine & Newspaper
Market Colombia
Agency Ogilvy & Mather Bogota
Art Director Camilo Ruano - Andres Hernandez, Andrés Mauricio Moreno - Maria Fernanda Henao - Juan Felipe Dueñas, Mario Virgüez
Copywriter Ivan Mejia, Ivan Rivera
Released March 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: KIA MOTORS COLOMBIA
Product/Service: REARVIEW CAMERA
Agency: OGILVY & MATHER COLOMBIA
Vice President, Creative: John Forero (Ogilvy & Mather)
Head Of Art: Juan Pablo Alvarez (Ogilvy & Mather)
Creative Director: Ivan Rivera (Ogilvy & Mather)
Creative Director: Camilo Ruano (Ogilvy & Mather)
Copywriter: Ivan Rivera (Ogilvy & Mather)
Copywriter: Ivan Mejia (Ogilvy & Mather)
Art Director: Camilo Ruano (Ogilvy & Mather)
Art Director: Mario Virguez (Ogilvy & Mather)
Art Director: Maria Fernanda Henao (Ogilvy & Mather)
Agency Producer: Patricia Mendez (Ogilvy & Mather)
Agency Producer: Gala Vence (Ogilvy & Mather)
Agency Producer: Angela Murcia (Ogilvy & Mather)
Production Company: (Rhayuela Films)
Post Production Company: (Oruga)
Music Design: (Real Music)
Regional Creative Director: Juan Jose Posada (Ogilvy Action)
Account Director: Fabio Quiroga (Ogilvy & Mather)
Media placement: event - racecircuit - 11-03-2011

Describe the objective of the promotion.
Kia needed to launch the new rear-view camera. But we have a problem, this is a not common feature in Latin America, and the people don’t know enough about how it works, and what the benefits are.

Describe how the promotion developed from concept to implementation.
We needed our potential buyers to understand what the new rear-view camera benefits are and promote this feature to the car fans. So we came up with a unique and unprecedented idea: the world’s first backwards race guided only by rear-view cameras. The event was engaging and innovative for our database customers and potential buyers: they saw a surprising demonstration of our feature in extreme conditions.

Explain why the method of promotion was most relevant to the product or service.
By demonstrating in a fascinating and unique way the power of the rear-view camera our launching event was a success. The pilots talked in their social networks about the brand, the camera and the event in a positive way.

Describe the success of the promotion with both client and consumer including some quantifiable results.
But the biggest accomplishment of this event was achieving a great start in sales for this feature. After the race more than 1042 rear-view cameras were ordered