We created a 360º communication plan that, based on the link with fashion, Lydia Delgado and the CMFW, could complete the brand experience. The campaign consisted of:* Launch party: the party is held at the Oscar’s hotel in Madrid. It is one of the most innovative hotels in the city. Celebrities attend this event and an important media call takes place.* Magazines: long presence in main titles of life style, motor and trendy titles. Different formats to maximize our presence: advertorials, editorial support, colour page, exchange.* Online: Facebook profile. In September, sponsorship of the main female and life style pages. Various formats to create a Sportage look and feel (backgrounds, video, interstitials). In October, campaign focused on main information sites.* Merchandising designed by Lydia Delgado for Sportage that was handed out in fashion show.* OoH: New Sportage video mapping over representative building fronts of Madrid.

From October to December, average sales per month of the KIA Sportage increased around 400% versus January to September period.

The repositioning campaign had a great repercussion not only in sales, but also in brand perception. The increasing figures in the following items show that the new KIA Sportage is cooler than ever (source: tracking KIA BPO – TNS, 4Q2010 versus 3Q2010):+64% KIA Sportage has a distinctive design.+333% KIA Sportage incorporates a lot of new ideas.+78% KIA Sportage is innovative.Just only 200 people attended to the exclusive launch party, but the media repercussion gave huge publicity.