INITIATIVE, Sydney / KIA MOTORS / 2011
The Man Cave concept was the central focus point of a truly integrated engagement driven campaign that was delivered at 2 levels:Create New Man Caves AND Leverage an existing Man Cave.“Creating Man Caves”We developed a space online where he could created his own Man Cave and gave him the opportunity to make it real with the chance to win $10k to fund it, plus a KIA SPORTAGE to put in it!
We recreated the Man Cave in real life in shopping centres, inviting our male DINKs to escape from shopping with their partners and experience the SPORTAGE first hand in a male centric environment including video games, gadgets and the car.“Leveraged existing Man Caves” Finally, we amplified the communication through a partnership with the virtual ‘Man Cave’ Top Gear on TV, magazines (8 page gatefold) and online.
KIA struggled to keep up with the demand!SPORTAGE share shifted 2.3% to 3.9% and sales were +67% on launch objective.30,000 people engaged with the KIA Man Cave site - 1/3 of everyone who bought a Compact SUV IN Australia in 2010! They engaged with the site and car for an average of 5 minutes; a massive 12,000 of them entered the competition and 6,000 of these opted in for further KIA contact.17,000 people engaged with our shopping centre “Man Caves” and 290 went for a test drive, an incredible Cost per Lead equal to paid search!