LIVE AT THE CHAPEL by Innocean Sydney for Kia

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LIVE AT THE CHAPEL

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Industry Cars
Media Promo & PR, Case study
Market Australia
Agency Innocean Sydney
Released April 2009

Credits & Description

Category: Cars & Automotive Services
Advertiser: KIA MOTOR COMPANY AUSTRALIA
Product/Service: SOUL
Agency: INNOCEAN WORLDWIDE AUSTRALIA
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: INITIATIVE , Sydney, AUSTRALIA
Entry URL: http://www.notwosouls.com.au/
Director of Strategy: Esther Wake (Initiative)
Director of Strategy: Uma Sekar (Initiative)
Commercial Director: Dan Tishe (Initiative)
Media placement: Event - Live At The Chapel - 05/04/2009
Media placement: TV - Metro, Regional & Subscription - 05/04/2009
Media placement: Outdoor - Street Furniture - 05/04/2009
Media placement: Digital - Display, Car Classified, Mobile, Search, Video - 05/04/2009
Media placement: Radio - National - 05/04/2009
Media placement: Press - National Newspapers, Magazine - 12/04/2009
Media placement: Ambient - Qantas In-Flight - 05/04/2009

Results and Effectiveness
In a category which was experiencing declines of 20% the results were outstanding. • 138 units sold in 2 months – above the target of 40 units per month. This equates to $1.6 million in extra revenue generated for our client. • Change in perception of overall KIA brand against our urban spirit target audience: o Designs cars for people like me increased by 86% o Committed to delivering quality increased by 57% o Offers a balance of quality and affordability increased by 87% o Improves through innovation and design increased by 44% Proving that we connected our ‘Soul’ with theirs.

Creative Execution
The critically acclaimed ‘Live at the Chapel’ is regarded as the premiere live music programme in Australia. It is a series of 6 concerts of contemporary artists held in the intimate venue of a chapel. We rebranded it “Kia Soul Live at the Chapel”. 6 exclusive concerts, 6 high-profile artists (including Lady Gaga), 200 tickets per concert, which gave our consumers social currency amongst their peers. Consumers were offered the chance to win tickets via radio and print partners plus Facebook. Winners of the exclusive experience were chauffeured to the Kia Soul Live at the Chapel in Kia Souls. There was branding throughout the event: water bottles, signage and artist referral. The concerts were then packaged up into content and fed through FTV, STV, online, mobile, inserted as a DVD into newspapers and played on in-flight TV – a truly integrated partnership which connected with the soul of our urban spirits.

Insights, Strategy & the Idea
The Kia Soul was a revolution. A fully customisable car with an interior that had literally been built around the sound system! Our task was to: • Launch the Kia Soul • Sell 40 cars a month • Lift the overall perception of Kia As the Soul was designed to connect with consumer individuality by providing a customisable platform we knew we needed to identify an audience with attitude! As urban spirits, they valued the quirky and cool, loved music and enjoyed personalised experiences. When it came to cars these guys wanted a car that expressed who they were because individuality was their image. A true consumer insight that linked the product attributes with our target audience’s personality. At the core of their individuality and self-expression was their passion for music. Not the Top of the Pops, mass-produced commercial stuff but the underground, invitation only, urban music…with soul.