KIA VENGA DOCUMERCIAL by Berntzon Bylund for Kia

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KIA VENGA DOCUMERCIAL

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Industry Cars
Media Promo & PR, Case study
Market Sweden
Agency Berntzon Bylund
Creative Director Hans Bylund
Producer Lisa Rennerstedt
Account Supervisor Joachim Berntzon
Editor Andreas Tillnert
Released January 2010

Credits & Description

Category: Best Use of Television
Advertiser: KIA MOTORS SWEDEN
Product/Service: VENGA
Agency: BERNTZON BYLUND
Date of First Appearance: Jan 22 2010 12:00AM
Entrant Company: BERNTZON BYLUND, Stockholm, SWEDEN
Entry URL: http://www.kia.se/venga
Creative Director: Hans Bylund (Berntzon Bylund)
Account Supervisor: Joachim Berntzon (Berntzon Bylund)
Producer: Lisa Rennerstedt (Freelance)
Editor: Andreas Tillnert (Freelance)
Director of Photography: Magnus Egler (Freelance)
Media placement: TV-ad "Documercial" - MTG - TV - 21/01/2010
Media placement: TV-ad "Long way home" - TV3/TV4/TV5 - 03/02/2010
Media placement: Website - Internet - 21/01/2010
Media placement: Print advertising - KING/Damernas Varld/Amelia - 02/02/2010
Media placement: Direct mailing - Mail - 02/02/2010

Results and Effectiveness
The campaign turned out to be Kia Motors Sweden's most successful campaign ever! • The web gained four times the normal traffic overnight. • The number of test drives increased tenfold during the premiere weeks. • And last but not least - the sales number reached 20% of the first year's sales target during the first four weeks.

Creative Execution
We created a new media format to involve the consumers; making them a part of the making of the campaign. The foundation for the campaign was a visual exploration combining the new Venga with clothes, from the forthcoming collection of a popular fashion chain, through B/W print ADs and a B/W TV commercial - all shot in Dubai. The four models where found among the target group through a recruiting campaign involving fashion magazines and a Facebook campaign.

Insights, Strategy & the Idea
In mid-2009, Kia Motors Sweden needed to create a campaign for the new model Kia Venga. At the same time the car industry was struggling with a downgoing spiral with big loss in sales. Studies showed that the selected target group – men and women aged 25 to 40 – were tired of traditional campaign and not particularly interested in either horsepower or performance. We needed to come up with a new angle that would intrigue the consumers.