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    KIA

    KIA Motors 2021 re-branding media strategy

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    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

      Brand Sale of Q1 2022 increase 57% from 10,719 units to 16,795 units vs Q1

      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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