| Title | THE KIA PARK ASSISTANTS |
| Brand | KIA |
| Product/Service | KIA SOUL WITH FREE PARK ASSIST |
| Category |
A04. USE OF AMBIENT MEDIA: SMALL SCALE |
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Entrant Company
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MORTIERBRIGADE Brussels, BELGIUM
|
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Advertising Agency
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MORTIERBRIGADE Brussels, BELGIUM
|
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Media Agency
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HAVAS MEDIA Brussels, BELGIUM
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Production Company
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TAKE FIVE Brussels, BELGIUM
|
Credits
| Jens Mortier/Joost Berends/Philippe De Ceuster |
Mortierbrigade |
Creative Director |
| Vincent D' Halluin |
Mortierbrigade |
Strategy |
| Philippe Van Eygen |
Mortierbrigade |
Senior Agency Producer |
| Tom Verhoeven |
Mortierbrigade |
Senior Agency Producer |
| Manuel Ostyn |
Creative |
Mortierbrigade |
| Pieter Staes |
Creative |
Mortierbrigade |
| Bart Nijns |
Kia Motors Belgium |
Communications Manager |
| Johan Vanden Bergh |
Kia Motors Belgium |
Marketing Manager |
Results and Effectiveness
The KIA Parking Assistants did their tour in the 5 biggest cities in Belgium, helping 340 drivers avoiding a parking fine. Resulting in 210 test drives. A response of over 60%.
The media picked up on the story. And offered us a share of heart on top.
That's what the power to surprise does.
Kia. The Power to surprise.
Creative Execution
A small paper wrap holds the refreshed parking ticket. It promotes the new KIA Soul. And calls for a test drive in one of the local dealerships.
Insights, Strategy and the Idea
These days most of the car brands have some kind of Park Assist. But what these systems don't do is help you with the biggest problem when it comes to parking: The Parking Fines.
For the launch of the new and city-friendly KIA Soul with free park assistance, we brought KIA's baseline 'The Power to Surprise' to life.
Introducing : the Kia Parking Assistants. Dedicated teams that check cars for parking tickets that are about to expire
and then pay for an extra hour, before the meter maids arrive.