KIA was already challenged with the stigma of the Rio’s predecessor, the KIA Pride, which painted the brand as a cheap, “second choice” car that people had to settle for. Thus the market had no desire to buy a KIA.
BCD developed an integrated campaign, from the traditional print and OOH to the digital platform, to highlight the Rio’s beautiful exterior and unique features. The tease phase aimed to hype an interest and create awareness of the Rio’s newest look in order to generate inquiries and sales on launch phase.
At the end of the year, KIA experienced a
57.4% INCREASE IN SALES
from the previous year and sold 20% more than the initial year sales target. Interest in the KIA Rio name plate increased by 100% on search engines during the campaign period. The company’s social media fan page grew from 30,000 to 200,000 by the end of 2012.