Brand Experience and Activation > Use of Promo & Activation

REARVIEW CAMER RACE

OGILVY & MATHER COLOMBIA, Bogota / KIA MOTORS / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

Kia needed to launch the new rear-view camera. But we have a problem, this is a not common feature in Latin America, and the people don’t know enough about how it works, and what the benefits are.

Effectiveness

But the biggest accomplishment of this event was achieving a great start in sales for this feature. After the race more than 1042 rear-view cameras were ordered

Implementation

We needed our potential buyers to understand what the new rear-view camera benefits are and promote this feature to the car fans. So we came up with a unique and unprecedented idea: the world’s first backwards race guided only by rear-view cameras. The event was engaging and innovative for our database customers and potential buyers: they saw a surprising demonstration of our feature in extreme conditions.

Relevancy

By demonstrating in a fascinating and unique way the power of the rear-view camera our launching event was a success. The pilots talked in their social networks about the brand, the camera and the event in a positive way.

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