Cannes Lions

KIA SORENTO

INITIATIVE, Los Angeles / KIA MOTORS / 2011

Presentation Image

Overview

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Credits

Overview

Execution

Sorento advertised on Xbox live spotlights when people logged into their gaming consoles and branded their destination gaming environment. With minimal dollars to create such an event, we added multiple ways of reaching potential consumers on multiple devices. We leveraged a completely new media venue to impact shopping activities, pioneering measurement on a never-used-before but emerging device. Participants had the opportunity to: •customize the Sorento using different colour paints•watch the hilarious Super Bowl Ad TV Spot, view vehicle build information, browse through photo galleries•get car purchase updates all within the Xbox LiveThe gamers could also customize their Xbox profile to Sorento avatars. This campaign represented a milestone for Kia because families built awareness around the brand, but more importantly began making purchasing decisions on their Xbox consoles. This virtual event allowed us to turn casual gamers into potential buyers.

Outcome

The sweepstakes generated 43,672 registrants. Engagement spikes in the first week were followed by a sharp decrease in weekly downloads, indicating that the same audience was returning weekly. This demonstrated an impact on shopping activity for many who were now in market to purchase a car.Sales increased 10% and share-of-voice 25%, despite a decline in sales for all competitors. Describing the program as successful would be an understatement. We converted families into potential Sorento buyers in a new environment for auto but helped make Sorento Kia’s highest selling vehicle in company history with 100,000 sold.

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