Innovations: Featured Innovations

• Client: Kia Motors
• Agency: Grupo Zapping Comunicación, S.A.
• Location: Madrid, Spain

Partner agency Zapping in Madrid, Spain, recently developed an interactive, direct marketing promotion for Kia Motors with a paper steering wheel you hold up to your computer. A very cool, results-oriented way to test drive a Kia.

http://www.youtube.com/watch?v=_79BE9uVks8 

KIA Motors Case

Target: Young drivers between 25 - 35 years old.

The Problem

• Brand Awareness is not a top list priority for young buyers
• Low online notoriety

Objectives

• Improve brand awareness and generate interest for the new model.
• Generate visits to car dealers to test drive the car.
• Support new care release.
• Feel the KIA experience !

Solution

• Zapping have defined a campaign for the customer that covers both on-line and off-line with a strong focus on final customer brand involvement.
• By using an innovative technology we recreate the experience of driving a KIA from home.
• You only need a webcam that we provide you with once you have visited a car dealer and you have tried a real KIA.

How to participate

1st Step

• Mailings offering a new experience with KIA - drive a virtual KIA.  Mailings included a paper steering wheel and a bar code. You only needed a webcam. If you played and finished the game you could win a Playstation 3

2nd Step

• If you don't have a webcam, take your barcode to the nearest car dealer, test drive a KIA and receive a webcam.
• If you have a webcam you could start your driving experience immediately.

3rd Step

• After your driving experience have your virtual experience from home.
• Finish the virtual experience and participate in the draw for a Playstation 3.

Mailings

Virtual Experience

Results

75,000 visits to the website
3,500 people visited a car dealer
Better brand perception
Having a fun experience with KIA