GET MORE VALUE by Innocean Sydney for Kia

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GET MORE VALUE

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Industry Cars
Media Promo & PR, Case study
Market Australia
Agency Innocean Sydney
Released October 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: KIA
Product/Service: CERATO HATCH
Agency: INNOCEAN WORLDWIDE AUSTRALIA
Agency: AUSTEREO
Date of First Appearance: Oct 31 2010
Entrant Company: INITIATIVE, Sydney, AUSTRALIA
Entry URL: http://clients.austereo.com.au/Client-Archives/getmorevalue/
Strategy Director: Uma Sekar (Initiative)
Business Director: Rochelle Cass (Initiative)
Business Manager: Richard Mcosker (Initiative)
Planner Buyer: Martina Marshall (Initiative)
Group Account Director: Simon Hornery (Innocean)
Planning Director: Kathy O'Connor (Innocean)
Account Director: Janine Allan (Innocean)
Planner/Buyer: Robyn Li (Initiative)
Account Coordinator: Jimmy Gatsos (Initiative)
Media placement: TV - MTV, RTV, Pay - 1 November 2010
Media placement: Radio - Metro Radio - 1 November 2010
Media placement: Digital - National - 1 November 2010
Media placement: Social - National - 1 November 2010
Media placement: Outdoor - Metro Outdoor - 7 November 2010

Insights, Strategy & the Idea
The small car category in Australia is one of the most competitive in the world – 50 models with variants of sedan, wagon and hatch for each. Unfortunately for KIA, CERATO was not remotely on the radar. To practical small car buyers 30-50, KIA stood for ‘cheap’ rather than ‘value’. To deliver success we needed to overcome this perception and force re-consideration of the brand and model.

We recognised the global phenomenon towards of group offer and voucher sites however it was yet to hit Australia’s shores. We also identified that our target had a passion for online shopping sites and a high usage of vouchers. Combined, these 2 insights showed that we had a massive opportunity to dial up the feature packed, value proposition of the KIA CERATO!

Creative Execution
We created the first branded deals site in Australia - getmorevalue.com.au; an interactive website that gave consumers access to daily value deals. To create synergy with the car, the deals were linked to a CERATO feature eg. iPOD connectivity connected with music tickets.

This idea was executed across all paid, earned and owned comms. We brought it to the masses through TV, outdoor, digital and radio executions tagged with the website. This was an absolute first for the client, normally focused on driving straight to their own website.

The site was optimised for search against the value offer keywords. We amplified in social with digital PR releases, share functionality, video seeding and a blog team all improving KIA’s overall search performance and driving even more people to engage with the car and the great deals. We even convinced the KIA client to redirect their ‘owned’ CERATO site traffic to getmorevalue.com.au!

Results and Effectiveness
We drove 45,000 unique visitors to the site - 20% of people who will buy a small car in Australia this year!

Average time on site was 3 minutes – 600% better than engagement with traditional channels

Search increased by 54% compared to previous engagement campaigns
Online conversations increased by 530% from 50 per month to 315
We generated 359,194 blog reads and 380 comments – 40% better than the norm
We delivered 2.6 million Digital PR impressions - 44% better than the norm

Finally our unique insight and idea drove reappraisal with CERATO sales up 33% YOY!