Kia Danmark: Generation Next

    Kia breaks the curve with effective campaign

    INCREASED IMPACT ON UNCHANGED BUDGET

    Since 2015, Kia has struggled with declining market share. The challenges have included tax changes and improved consumer finances, which have created a shift in the market away from smaller models towards larger, more expensive models such as crossovers, SUVs and larger family cars, where Kia has historically been weaker.

    Given the above, Kia Danmark asked us to help "launch 2 new plug-in hybrid models in the family segment as successfully as possible".

    The "Generation Next" campaign was clearly Kia's most effective in recent times. And the results were achieved on a budget similar to the previous year.

    INCREASED IMPACT ON UNCHANGED BUDGET

    Since 2015, Kia has struggled with declining market share. The challenges have included tax changes and improved consumer finances, which have created a shift in the market away from smaller models towards larger, more expensive models such as crossovers, SUVs and larger family cars, where Kia has historically been weaker.

    Given the above, Kia Danmark asked us to help "launch 2 new plug-in hybrid models in the family segment as successfully as possible".

    The "Generation Next" campaign was clearly Kia's most effective in recent times. And the results were achieved on a budget similar to the previous year.

    For the first time since 2015, Kia has arrested the decline in market share, moving from 3.6% to 4.7%

    The strategy for the campaign was based on a number of insights that emerged from interviews with both consumers and dealers:

    Insight #1

    		 Basically, the vast majority of Danes want to drive in a more climate-friendly way.

    Insight #2

    		 9 out of 10 visitors to a Kia dealership are unsure what "plug-in hybrid" means.

    Insight #3

    		 Car brand communication is dominated by beautiful driving scenes and rational messages, making it very difficult for customers to identify and remember the sender.

    Target Group

    The primary target group was young families (25–45 years with children). The main message was an explanation of the term “plug-in hybrid”. In addition to this, the campaign aimed to remove the main barriers when considering buying, which interviews showed to be "expected high price" and "expected short range of electricity".

    STRATEGY

    The strategy was a campaign in which emotional awareness communication driven by TV, web TV, YouTube and the outdoors would create awareness about Kia and the 2 new models. A digital mid-funnel communication should create buying interest and mature into more tactical messages, such as booking a test drive or a meeting with the dealer.

    In order to target young families, and because climate challenges will affect future generations, a child was chosen as the focal point of the campaign. And by placing the child in the back seat of the new Kia models, a chat about the car’s family-friendly equipment and features became a natural part of the communication.

    The main creative touch was to give the child an attention-grabbing adult voice. And starting with the child, the complicated explanation of plug-in hybrid was simplified into the concept of "two cars in one".

    Please get in touch if you want to find out more about how we can help you.

    Thomas Aadal

    Contact Director & Partner

    thomas.aadal@nmic.dk
    +45 3065 9476