A world media first for automotive: total transparency in the multi-screen age– letting people speak openly about Kia and using the power of real customer online reviews across all media: TV, mobile, tablet and laptop – encouraging new customer to re-consider Kia.

Kia partnered Reevoo, an impartial review organisation and released over 4,000 un-vetted customer reviews online. Recognising the importance of online research/reviews and the trend towards people watching TV whilst using other digital devices,our solution had second screening at its heart. The Television demonstrated transparency and confidence, with clear calls to action inviting viewers to read Kia’s reviews online. Integrated and optimised landing pages for PC/laptops and all mobile devices creatively integrated with the TV. Digital activity was carefully phased around our TV schedule including Jeremy Clarkson’s amazingly positive reviews within BBC’s Top Gear. Whilst fully integrating PPC and SEO with other activity dominating Kia Review terms across search.

The Telegraph readership panel showed 33% recalled our ‘Scratch’ advertisement. Brand consideration increased an impressive +23% and style perception +20%.

Importantly, the Scratch campaign encouraged readers to actively experience Kia first hand - with 293,228 of readers claiming they would visit Kia’s website, 162,904 would visit a dealership and 65,162 would test drive the Sportage.

While the campaign success cannot be entirely attributed to the Scratch ad, the "Park the clichés" campaign proved a huge success appealing to a new affluent, 87% ABC1 Telegraph reader.

Sportage sales broke records, becoming Kia's best selling model in 2012.