Kia Promo, Case study 7YW GARAGE BUBBLES by Innocean Frankfurt

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market Austria
Agency Innocean Frankfurt
Creative Director Michael Jandrisics
Released December 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: KIA/INNOCEAN
Product/Service: KIA SPORTAGE
Date of First Appearance: Dec 15 2010
Entrant Company: MPG, Vienna, AUSTRIA
Marketing Director: Rene Petzner (KIA Austria)
Account Manager: Peter Greiner (Innocean Worldwide Central Europe)
Managing director: Michael Göls (MPG Austria)
Media Director: Thomas Rührl (MPG Austria)
Account Manager: Iris Pichler (MPG Austria)
Creative Director: Michael Jandrisics (Guerilla Habesohn)
Chief Executive Officer: Harald Doucha (Guerilla Habesohn)
Senior Consultant: Alicja Schwendinger (Martrix)
Media placement: Guerrilla - Garage WIPARK 1060 Wien - Dec 15, 2010

Insights, Strategy & the Idea
In a bid to compete with European brands, Kia recently opened a car and engine manufacturing plant in Slovakia, setting new standards for vehicle quality. As a result Kia developed an industry-leading seven-year warranty on every new car sold in Europe.
In the middle of an economic crisis the car-buying process is even harder (and feels even more expensive): nobody wants to be known as the person who bought the wrong car or found out that there is a Kia car that is not only better, but cheaper AND comes with five additional years of warranty.
The goal was to raise awareness of Kia’s seven-year warranty and to increase consideration +11% by showing competitive drivers that Kia offers the ideal package.

Creative Execution
We wanted a fresh and surprising execution in line with Kia´s brand attributes, so we focused on unique guerilla activity. We found the perfect environment in car parking garages to grab drivers´ attention. We made drivers directly compare their own cars versus Kia by giving their cars a “voice” - even their cars prefer to be Kias. We created thought bubbles strategically placed above non-Kia cars (on the ceilings) in parking garages. 50x30cm boards were placed above competitor cars after drivers parked. When they returned, they found their car “thinking” messages such as “I wish I had a 7-year warranty...” while another bubble next to a neighbouring car read “as well as a Kia Sportage.”

All activity was done in and around Vienna, Austria’s city with the highest car registrations at 845,000, and the most visited malls.

Results and Effectiveness
Not only did we get consumers “thinking” about Kia’s stellar seven year warranty, but also:

• Awareness rose past 11%.
• Sportages sold out in Austria!!
• Delivery time of new Sportages was roughly 3 months because of the high demand.
• 115 thought bubbles were planted throughout parking garages in Vienna and reached 58,760 drivers.