When in need of a big spring, Kia tasked us with developing a retail campaign that would not only move the needle in terms of sales, but also change the public’s perception of their brand.
So this time around, we suggested that instead of the brand delivering the message, we’d let real owners tell their fellow Canadians what is that makes their Kia right for them.
Thus, the "Made for You" campaign was born. The campaign launched predominately online with testimonial videos, national TV and print. Meanwhile, on Kia.ca, there was a build and price tool that helped people find the right car for them by serving up relevant content and presenting them with real owners of whatever model they were interested in.
The campaign proved to be a massive success, delivering record sales that carried through the next 4 months and pushing the brand number from a 3.1 to a 4.2. Not bad for a retail campaign.