Kia draws on customer reviews to kick-start 2014 TV campaign

 

By Jamie White – Head of Communications

 

Following on from Kia UK’s hugely successful ‘Customer Advocacy and Reviews Strategy’ (CARS) advertising in 2013, the company is starting 2014 with a new marketing campaign highlighting real customers comments and thoughts about their cars.

 

Now in its second year, Kia has published more than 10,000 unfiltered, independently-verified reviews by Reevoo on www.kia.co.uk with an average score of 9 out of 10 across its range of cars.

 

The new campaign aims to demonstrate just how much Kia owners actually love their cars by taking inspiration directly from customer written reviews.

 

The first TV commercial to air is for the revised 2014 Sportage – Kia’s C-segment crossover – launching on Thursday, January 23rd with coverage starting on ITV at 7.15pm in Emmerdale, E4 at 8.40pm during The Big Bang Theory and Channel 4 at 9.15pm in the hit documentary The Undateables.

 

This will be followed closely by three 30 second adverts each featuring a Kia model – the Kia cee’d, Rio and Picanto. Heavyweight press and digital campaigns will support the TV advertising which runs until the end of March.

 

Mark Hopkins, Marketing Director, Kia Motors UK, said: “The importance of being honest and transparent is crucial to our continued business success. In 2013, we built the foundations for using customer reviews to help demonstrate how good our range of cars is and have found through these reviews how extremely passionate our customers are about their cars”.

 

The creative for the commercials was developed by John Crozier and Dom Sweeney at Innocean Worldwide UK, with the directing by Noah Harris through Blink Ink, and extensive CG work by Nineteen Twenty.

 

The TV commercials are brought to life by filming hand-written reviews going onto Post-it notes, to illustrate clearly what customers are saying about the Kia they own, before the images expand to reveal a huge time-lapse animation of Post-it notes surrounding the car.

 

Mystery shopping and performance improvement company, Douglas Stafford, works with Kia Motors UK, providing a bespoke mystery shopping and customer experience programme, to include video mystery shopping.

 

 

Follow mystery shopping and performance improvement company, Douglas Stafford:

 

on Twitter @DouglasStafford

 

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