Cannes Lions

The First Car Showroom Inside A Bus

OGILVY EL SALVADOR, San Salvador / KIA MOTORS / 2023

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The campaign "The First Car Showroom Inside a Bus" aimed to rescue Kia's falling sales in El Salvador by promoting the new and affordable KIA Picanto model. Instead of using traditional mass media advertising, the campaign created a unique experience by transforming a public bus into a car showroom. The bus was driven around the city, and passengers on the 101B bus route line were able to see the Picanto parked inside, with a salesperson ready to explain its features and payment plans. The campaign successfully addressed the target audience's purchase behavior and demographics, ultimately improving Kia's market share and breaking sales records for the brand. The experience went viral, generating over $2 million in earned media and producing a return on investment of over 500%. This highly effective and creative campaign demonstrates the importance of understanding cultural nuances and delivering unique experiences to target audiences.

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