Kia Promo, Case study KIA VENGA LAUNCH by Berntzon Bylund

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Industry Cars
Media Promo & PR, Case study
Market Sweden
Agency Berntzon Bylund
Creative Director Hans Bylund
Art Director Johan Gustafsson, Therese Stevenberg
Designer Erik Olsson
Account Supervisor Joachim Berntzon
Released January 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: KIA MOTORS
Product/Service: VENGA
Date of First Appearance: Jan 21 2010 12:00AM
Entrant Company: BERNTZON BYLUND, Stockholm, SWEDEN
Entry URL:
Creative Director: Hans Bylund (Berntzon Bylund)
Account Supervisor: Joachim Berntzon (Berntzon Bylund)
Art Director: Therese Stevenberg (Berntzon Bylund)
Art Director: Johan Gustafsson (Berntzon Bylund)
Designer: Erik Olsson (Berntzon Bylund)
Account Manager: Caroline Sjöström (Berntzon Bylund)
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
Media placement: Instore - Instore - 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.