KIA
BACKGROUND
In 2019, KIA Motors faced a big challenge in asserting its position, when sales is stable, and market share decreased from 10.5% to 9.8%.
STRATEGY
- Big ideas:
“Kia New Logo – Movement that inspires”
“Kia K3 – Smart car life with sporty sleek & sophisticated design”
“Kia KA4 – The new Carnival build on its predecessor's heritage”
“Kia Sonet – Trendy & urban adventure”
“Kia DL3 – Dynamic & fast back Sedan”
- To communicate the new brand manifesto to the target audience.
- Focus on each customer segment for each different product. Create high brand awareness to maximize the reach and contribute to increase sales and market share.
- Channel from Awareness to Performance: TV, OOH, Programmatic Youtube, Online Video, OTT TV, Facebook, SEM, LAN.
- TV build mass awareness across VN target to reach 72% in total TA population for each product launching with smart optimization skills & efficiency cost.
- Digital as a media channel reaches 70% of different audience segments to create strong brand awareness of each product launching to create high demand and brand love.
RESULTS
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Brand Sale of Q1 2022 increase 57% from 10,719 units to 16,795 units vs Q1
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2021 KIA has moved up to rank No.1 from No.3 in the top highest-sale car brands within 1year 2021.
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