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Kia

Kia and The Telegraph partnership

capture

BRAND CHALLENGE
To improve brand opinion and brand awareness amongst Kia’s core target audience during Euro 2016.

HUMAN INSIGHT
Using a credible media partner would help amplify Kia’s association with football.

MEANINGFUL CONNECTIONS
We partnered with a news brand at the heart of the tournament, a place where our audience would go to for all the latest news, with whom we could build compelling content; the Telegraph. Execution included a series of events at selected Kia dealers with top footballing talent. This produced video content that was served across the full Telegraph portfolio and Kia owned channels. In addition, we created a digital penalty shootout game fronted by ex-England goalkeeper David James, and a video series hosted by the editor of the Daily Telegraph’s sport website, all from the seat of a Kia Sportage.

BUSINESS OUTCOME

The partnership smashed expections:

  • 850,000+ video views
  • 126,000+ games plays
  • 200,000+ visitors to our Kia centralised hub.

Consideration to purchase a Kia amongst those exposed to the campaign grew by 47%. 3,600 brochure requests and 941 directly-attributable test drives.