Your client, one of the world’s largest car companies, wants to boost sales in their retail network. What do you do? How about throwing down the gauntlet to the British public to challenge their perceptions about your client’s brand? And how do you get your retail network behind the campaign?
With ‘Challenge to Change’, we constructed a marketing campaign for Kia dealers that tackled head on people’s fears about trying a car brand that they perceived to be ‘budget.’ It encompassed a UK-wide press and radio campaign, showroom point of sale and a dealer personalized direct mail campaign. So, did it work? Well, from Kia’s point-of-view, resoundingly – dealer participation in the promotion was 22% above the average and year on year sales for the period of the promotion were up 30%, against a declining overall market.
After the huge success of the first Kia ‘Challenge to Change’ campaign, Kia were very keen to repeat the exercise later in 2008. After the public’s surprise at seeing naked car salesmen everywhere, we thought it would be good to continue with the tactic of tackling brand perceptions head on – this time with a tongue-in-cheek barrage of trepidacious activities under the banners of ‘some things are just worth trying’ and ‘if you’ve never tried one, how do you know you don’t like them?’
Once again, we enlisted the help of comedian Jimmy Carr to produce some great radio which hammered home Kia’s message: lighten up, it’s just a brand name – we’re sure you’ll love our cars once you try one.
No automotive retail sales promotion will ever work unless the brand’s network of dealers really put their hearts and souls into it. In the case of Challenge to Change, sales staff at one of Kia’s dealers in the Midlands actually fought over which of them would appear in their own version of the ad. Raj from Loughborough Kia, we salute you!