MAN CAVE by Initiative, Innocean Sydney for Kia

Adsarchive » Promo , Case study » Kia » MAN CAVE

MAN CAVE

Pin to Collection
Add a note
Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market Australia
Agency Initiative
Agency Innocean Sydney
Released July 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: KIA
Product/Service: SPORTAGE
Agency: INNOCEAN WORLDWIDE AUSTRALIA
Date of First Appearance: Jul 18 2010
Entrant Company: INITIATIVE, Sydney, AUSTRALIA
Entry URL: http://motoring.ninemsn.com.au/kiamancave/
Strategy Director: Uma Sekar (Initiative)
Business Director: Rochelle Cass (Initiative)
Business Manager: Richard Mcosker (Initiative)
Group Account Director: Simon Hornery (Innocean)
Planning Director: Kathy O'Connor (Innocean)
Account Director: Janine Allan (Innocean)
Media placement: TV - Metro, Regional & Pay - 8 August 2010
Media placement: Magazine - National - 26 September 2010
Media placement: Online - National - July 18 2010
Media placement: Newspaper - Metro - August 15 2010
Media placement: Outdoor - Metro Outdoor - July 18 2010
Media placement: Experiential - Sydney, Melbourne, Brisbane - August 8 2010

Insights, Strategy & the Idea
KIA Motors is largely rejected as “cheap” and “dull in the Australian market.

The all New KIA SPORTAGE set about changing these perceptions.

Our problem - we identified the core target segment as THE biggest KIA rejecters! - 32 year old males living with their partners (DINKS).

Australian guys are waiting till thirtyish to start “serious” relationships. Big decisions as a couple become the rite of passage into coupledom. This joint decision making is focused around their house and car. Yes...their car! For many this is the first time they have had to compromise about what they want in a car!

To relieve this burden, we identified that steeped in Australian men’s psyche is the need for men to have a ‘shed’ or garage of his own. This was one place where there is no compromise. It is his kingdom.

Our solution: Give him his own Man Cave

Creative Execution
The Man Cave concept was the central focus point of a truly integrated engagement driven campaign that was delivered at 2 levels:

Create New Man Caves AND Leverage an existing Man Cave.

“Creating Man Caves”
We developed a space online where he could created his own Man Cave and gave him the opportunity to make it real with the chance to win $10k to fund it, plus a KIA SPORTAGE to put in it!

We recreated the Man Cave in real life in shopping centres, inviting our male DINKs to escape from shopping with their partners and experience the SPORTAGE first hand in a male centric environment including video games, gadgets and the car.

“Leveraged existing Man Caves”
Finally, we amplified the communication through a partnership with the virtual ‘Man Cave’ Top Gear on TV, magazines (8 page gatefold) and online.

Results and Effectiveness
KIA struggled to keep up with the demand!

SPORTAGE share shifted 2.3% to 3.9% and sales were +67% on launch objective.

30,000 people engaged with the KIA Man Cave site - 1/3 of everyone who bought a Compact SUV IN Australia in 2010!

They engaged with the site and car for an average of 5 minutes; a massive 12,000 of them entered the competition and 6,000 of these opted in for further KIA contact.

17,000 people engaged with our shopping centre “Man Caves” and 290 went for a test drive, an incredible Cost per Lead equal to paid search!