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' Ten Years with Kia Motors '

Client: Kia Motors (UK) Ltd
Brand: Kia Car Range

The challenge
To take an unknown Korean car brand from nowhere to a top ten UK car brand in 10 years.

Audience insight

Phase 1:
Motoring reality is congestion, pollution and expense so we launched Kia as the ‘The first car company to take a responsible attitude to motoring’. This was supported by initiatives such as every people carrier came with a free Kia bike on board for ’those short hops to the shops’, free tabards for schools to encourage school’s to set up walking buses.

Phase 2:
Value for money was moving away from just being about low cost to being a clever choice as evidenced by the rise of brands like Easyjet and Ikea. We positioned Kia as the ‘Smart Value’ choice in the car market giving their price advantage the cachet of a clever choice.

Phase 3:
Kia’s image lagged the reality of their state of the art design and quality. We needed to challenge consumers to reframe their view of the brand with a campaign ‘Designed to Change Your Mind’ backed up with a 7 year warrant.

Each campaign phase was executed above and below the line at all consumer and dealer touch points.

Results
We started when Kia were a bankrupt Korean company with aging product design and negligible consumer awareness. 10 years later we left them as a top 10 UK brand with a 5% market share, selling 49,000 cars pa and an image to match the best of their rivals.

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