Title	KIA LEAD GENERATION SYSTEM
Brand	KIA
Product/Service	AUTOMOBILES
Category	B11. Use of Technology
Entrant	HAVAS MEDIA Madrid, SPAIN
Idea Creation	HAVAS MEDIA Madrid, SPAIN
Production	DBI Madrid, SPAIN
Additional Company	ECSELIS Madrid, SPAIN

Name	Company	Position
Pedro Garcia	DBi	UX / UI Consultant
Alejandro Diaz	DBi	senior developper
Raquel Gonzalez	DBi	Senior Developper
Alejo Ribes	DBi	Senior Developper
Alfons Gonzalez	DBi	Senior Developper
Andriy Tachenko	DBi	Data Science Specialist
Lourdes Gonzalez	DBi	Data Science Specialist
Alvaro Guijarro	DBi	Project Manager

Why is this work relevant for Media?

Marketers have made it clear: they demand greater transparency in their digital Media campaigns. We demonstrated that we are listening and used innovation to help our clients not only see exactly what they are paying for, but also closing the loop and getting digital media to the next level and beyond CPC CPM, and into Real Sales Acquisition. Because even with a digital media campaign, a click can lead to a real conversation for a brick and mortar type business. this campaign is more than just ‘’advertising’’, we are providing advertisers with real solutions to manage their lead pipeline.

Background

Kia, South Korea’s second-largest automobile maker was looking to increase sales, test drives and requests for quotes by optimizing their digital funnel and reducing lead acquisition costs. Their target was new car buyers who start their search online in Spain. So, we embarked on a collaborative project with KIA that would allow us to do more than just improving the navigation on Kia’s landing pages and websites, we personalized the user experience in the most individual way possible, not only in the digital realm but also in their call centers and car dealerships.

Describe the creative idea/insights

Kia is South Korea’s second-largest automobile maker. In 2017 they were facing competition in Spain from European brands who are advertising spends outclassed KIA’s, a brand that invests 65% less per unit sold than competing brands. To continue its growth trajectory in Europe while maintaining their lean advertising spend philosophy and reducing their lead acquisition costs, they knew they needed to focus on their owned digital channels to get leads and close sales, they also needed to use data in a smart way and personalize the user experience on those digital brand assets.

Describe the strategy

To achieve this, we created the Kia Lead Generation System, a system that recorded a complete data footprint, from add impact to the call center and finally, the Kia car dealership, to feed Kia’s customer service and sales operatives all the info they needed to manage the lead effectively and close a sale. The system could offer those searching online, content based on their interests and profiles. It allowed Kia to monitor and optimize the whole customer journey process

Describe the execution

Once the system was in place, we launched a Google AdWords campaign and configured it to recover data from the user. We fed it to the decision algorithm which served one of the 118 dynamic landing pages based on profile and preferences. Each user received a unique phone number which connected him with a sale agent and a personalized itinerary to the nearest KIA’s sales agent. The system recorded the data from the initial keyword, pages visited, and specifics about the call center conversation, it created a complete lead footprint. We then connected the totality of KIA’s call centers and car dealerships to the system, so they could easily access the enriched lead information. Thanks to the system, they knew about the lead’s preferences before he set foot in the dealership and could follow more efficiently. As the user advanced into the sales funnel, the profile became richer

List the results

We recorded an Increase of 186% in requested test drives We maximized the conversion rate from click and visit to the site to test drive or quote request by 103%. We increased sales through Kia’s digital channel by 100% our satisfaction survey demonstrated that users where happy with the changes we brought to the website, the call center and how it all lead them to the test drive. 80% where either satisfied or very satisfied. There was no other marketing variable to take into account, the sophistication and adaptability of our web to navigation and particularly to the preference of each user, the integration with the call center, was the only marketing variable that influenced our very impressive results.