SITUATION:

In El Salvador, public transportation is overcrowded, noisy, and uncomfortable.

Added to that chaos, people try to sell things. Street vendors use the buses as flea markets to sell their products to passengers. From drinks, food, books, medicines, toys, and even pets, approximately they move 1 million US dollars on sales daily.

BRIEF:

How can we catch the target’s attention to the launch of the new kia Picanto, the most affordable car in the market?.

We took our experience to the bus, the place where is the people that desire the most to own a car. .

OBJECTIVES:

- Launch the new KIA Picanto, the most compact and affordable car on the market.

-Demonstrate to the people the advantages of having a Picanto, both in space and budget.

- Sell at least 50% of the total fleet.

To sell the new KIA Picanto, the most compact and affordable car on the market, we created the experience "the first car showroom inside a public bus". We cut the backwall of a traditional bus, removed some passenger seats, adapted the lighting system, and ramped the Picanto inside and exhibited it around the city.

In addition, during the activation a KIA’s sales team calculated the monthly passenger’s household transportation expenses and compared them with the car’s monthly fee.

This made them realize that was a better deal to buy the KIA Picanto.

Our strategy was based on a brand experience activation in the place where the is people who would most like to have a car, to raise awareness of the new KIA Picanto

We found a specific target with the purchasing power to afford an entry-level car, and improve their transportation conditions. They were people living in the city that use public transportation during the day, and are Uber or taxi users during the night, so their household monthly spend on transportation is approximately USD$140, a number that is close to the KIA Picanto’s USD$144 monthly payment.

Our strategy approach was focused on demonstrating to this target that access to their own transportation medium is not out of their financial condition.

After identifying the target behavior, and the Salvadoran custom of selling many things inside the busses, we launched the “first car showroom inside the bus” touring around the city as a bus of the most used routes by the target, the 101 route.

After the first tour people took videos of the bus touring the city, and post them in TikTok, Twitter and other social media channels, to boost the impact of the idea and take advantage of the organic exposure, we posted on Kia's social media channels redirecting to the quotation web page.

For 30 days (Feb-Mar 2022) the campaign only had two official points of exposure, the bus in transit and the social media post redirecting to the Kia's web page, even that, the organic content from influencers, comments on social media, and local news papers boosted the campaign scale in a impressive way.

The results of the activation were astonishing It only took renting one bus to almost to triple our sales, for the first time in the brand history they ran out of stock.

-Sales increased by 269% compared to 2021.

-Historical sales record for KIA in El Salvador.

-Run out of stock ahead of schedule.

-100% of Picantos sold.

-20 Million of impressions.

-US$ 2 Million in earned media.