Kia Promo, Case study KIA LIKE CAMPAIGN by Innocean Seoul

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KIA LIKE CAMPAIGN

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Industry Cars
Media Promo & PR, Case study
Market South Korea
Agency Innocean Seoul
Creative Director Sangsoo Jung
Art Director Hyunduk Yoo
Copywriter Chaeseung Lee
Released October 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: KIA MOTORS
Product/Service: GLOBAL BRAND COMMUNICATION CAMPAIGN
Agency: INNOCEAN WORLDWIDE
Media Agency: HAVAS MEDIA, London, UNITED KINGDOM
Media Director: Chris Cho (Innocean Worldwide HQ)
Senior Media Planner: Moongyum Kim (Innocean Worldwide HQ)
Junior Media Planner: Yonghyun Ma (Innocean Worldwide HQ)
Group Media Director: Donghee Kim (Innocean Worldwide HQ)
Group Account Director: Sangkyo Suh (Innocean Worldwide HQ)
Account Director: Hyunjae Kim (Innocean Worldwide HQ)
Account Manager: Taewoo Lee (Innocean Worldwide HQ)
Account Manager: Daejung Kim (Innocean Worldwide HQ)
Creative Director: Sangsoo Jung (Innocean Worldwide HQ)
Art Director: Hyunduk Yoo (Innocean Worldwide HQ)
Copywriter: Chaeseung Lee (Innocean Worldwide HQ)
Interactive Media Director: Jess Sim (Innocean Worldwide HQ)
Interactive Media Planner: Eva Yu (Innocean Worldwide HQ)
Group Interactive Media Director: Jason Cho (Innocean Worldwide HQ)
Global Account Director: Nikola Blagg (Havas Media)
Global Strategy Director: Baz Shariff (Havas Media)
Director Digital Hk: James Miles (Havas Media)
Ooh Media Supervisor: Youngrock Kim (Innocean Worldwide HQ)
Film Director: Jongwon Kim (Zoo Production)
Senior Media Planner: Yongjin Heo (Innocean Worldwide HQ)
Strategy Director: Andrew Childs (Havas Media)
Junior Art Director: Hyunjoo Kim (Innocean Worldwide HQ)
Group Account Director: Steve Il Soo Jun (Innocean Worldwide HQ)
General Manager: Sangkyoon Woo (Kia Motors)
Media placement: TV Campaign - ESPN, CNN, Al Jazeera Sports Etc. - 24 October 2011
Media placement: Print Ad - Top Gear, Arabian Business Etc. - 01 November 2011
Media placement: OOH Ad - KSA, Iraq, UAE Etc. - 19 November 2011
Media placement: Online - Facebook, Youtube Etc. - 27 October 2011

Insights, Strategy & the Idea
Kia has improved the quality and design of their cars unrecognisably from 5 years ago. Despite this, there is a consumer product perception gap; KIA is still perceived by many drivers as unemotional and budget, producing box-like cars.

Our challenge was to upgrade Kia’s messaging to be more consumer-focused and aspirational, creating an emotional connection with drivers.

Our future buyers live in converging digital world, using the internet as their main place of research. They don’t trust in traditional advertising; instead, 68% prefer their peer’s recommendations and like to be admired by friends for their smart purchasing declaring themselves fans of the things that they like.

New Kia cars are inspired by our future drivers likes: is the fuel that influences Kia to move forward, challenging to enter into new frontiers of automotive technology and design that makes people around the globe to say : 'I like Kia'.

Creative Execution
“I Like Kia” spot on TV available on portable platforms OOH and print created awareness that drove mass engagement to the Facebook global page.
Fans had the opportunity to tell us ‘what they liked’ and ‘what inspires them’, in order for Kia to create better designed cars in the future:

- They created interactive personalised videos based on their personality and Facebook 'likes' through Like Lab: Kia employees analysed what consumers liked, so that they could produce better Kia designed vehicles in the future
- Kia’s global brand ambassador, Rafael Nadal, appeared in a video on TV showing what he likes with the Facebook 'like' button. After watching the video, fans could play the game “Guess What Nadal Likes.”
- I Like Kia’ became incorporated in company culture in different videos: All Kia employees said ‘what that they like’ in Christmas and Kia dealers.

Results and Effectiveness
• Facebook global fans +100% to over 1.5 million, 90% of engagement
coming from future buyers 18-34yo
• 400% increase in 'likes' per day - from 2,000 to more than 11,000
• European pages grew: DE fans +184%, FR +112%, UK +148%, IT +172%
• Consumers engagement on Facebook grew from 8,000 to 1.5million
• Daily active users increased from 6,000 to 328,000
• 2.1million unique visits to the “Like Lab”
• More than 7,700 users spent 69,300mins creating personalized videos
to drive KIAs future design
• +2,200 users posted on wall – 29% viral rate
• 7,500 participated “Guess what Nadal Likes” app
• Nadal video 1.5million views on Youtube