| Title | THE CAR, NOT THE SHOW |
| Brand | KIA |
| Product/Service | KIA AT THE BRUSSELS MOTOR SHOW |
| Category |
C02. CARS & AUTOMOTIVE SERVICES |
|
Entrant Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Advertising Agency
|
MORTIERBRIGADE Brussels, BELGIUM
|
Credits
| 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 clichés, 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.