Winners & Shortlists

THE CAR, NOT THE SHOW

TitleTHE CAR, NOT THE SHOW
BrandKIA
Product/ServiceKIA AT THE BRUSSELS MOTOR SHOW
Category C02. CARS & AUTOMOTIVE SERVICES
Entrant Company MORTIERBRIGADE Brussels, BELGIUM
Advertising Agency MORTIERBRIGADE Brussels, BELGIUM
Credits
Name Company Position
Jens Mortier/Joost Berends/Philippe De Ceuster Mortierbrigade Creative Director
Vincent D' Halluin Mortierbrigade Strategy
Bram Ceuppens Mortierbrigade Creative
Stijn Jansen Mortierbrigade Creative
Wannes Vermeulen Mortierbrigade Creative Developer
Wietse De Ridder Mortierbrigade Creative Developer
Philippe Van Eygen Mortierbrigade Senior Agency Producer
Bart Nijns Kia Motors Belgium Communications Manager
Johan Vanden Bergh Kia Motors Belgium Marketing Manager
Marc Coopmans Kia Motors Belgium Marketing Manager

The Brief

Belgium hosts the Brussels Motor Show every other year. On average it welcomes more than 500,000 potential customers. During this two-week event, car brands generate more than 30% of their annual revenue. So they try to think of different ways to get people's attention: via Babes, Champagne, Performances, Stunts,... Oh and did we mention babes? Kia, however, confident in the quality of its cars, decided to do things differently this year. In the weeks before the event we decided to focus on the car. And nothing but the car.

Creative Execution

The motorshow is full of clich├ęs, and giving them away made KIA stand out, and focus on the car, and nothing but the car. And on top of that, it was a very smart way to get people to come to the dealerships for a test drive BEFORE the motorshow.

Describe the creative solution to the brief/objective.

That's why we literally gave away all the promotional items that the competitors use during the Motor Show. People were offered: - 3,000 bottles of Cava - 30 Serrano hams - 400 champagne glasses - Snacks - Balloons - Confetti - A dozen decorative plants - A piano - A red carpet - And last but not least: a few friendly hostesses

Results

People were very happy to help. In no time all our items were reserved and picked up at local KIA dealerships. Resulting in over 3500 visits to the dealers, and more than 1150 test drives. Before the motor show had even started. At the Brussels Motor Show itself, KIA could focus entirely on its new cars, the new award winning designs and the unique 7-year warranty. KIA stood out by not trying desperately to stand out, reaching over 5 million Belgians, and resulting in a record 33% more sales. KIA. The power to surprise.