Case video: http://www.youtube.com/watch?v=4Rg0Q2PENs4
Brief: Most people in Belgium know that Korean car brand KIA gives a 7-year warranty on all its models. That’s a good thing. But, a lot of them think 7 years warranty is too good to be true and that there must be a catch. That’s a problem. If people don’t believe your advertising message then regular advertising is insufficient. A different approach was needed. One where traditional advertising was supported by editorial content and especially a lot of word of mouth.
Creative Execution: Everybody got reminded that only KIA gives 7 years warranty. And that, although it sounds too good to be true, it is in fact 100% true and that there is no catch. Describe the creative solution to the brief/objective. We used the one thing that could prove the warranty is genuine and that there is no catch: a lie detector. Legal connections, an official lie detector company, hooked the CEO of KIA Motors, up to their lie detector. Consumers could then ask him any questions they had about the 7-year warranty during a live online session. Both Benoit’s answers and the test results were streamed directly to the website. This very special stunt was communicated through newspaper ads, banners and a press release telling everyone that an actual CEO would be undergoing a live lie detector test.
Results: Everybody got reminded that only KIA gives 7 years warranty. And that, although it sounds too good to be true, it is in fact 100% true. The event was picked up by countless blogs and got featured in newspapers and magazines. And as a result created a lot of buzz in the streets. The campaign’s impact according to independent media company Scripta® :
Brand recognition: 42% (instead of 32% sector average)
Attribution: 73% (instead of 62% sector average)
Resulting in an Effectiveness Rating of 31% (instead of 20% sector average)
And last but not least: An impressive credibility of 80%.
Advertising Agency LDV United, Antwerp, Belgium
Creative Director: Kristof Snels
Copywriter: Pieter Staes
Art Director: Manuel Ostyn
Client Service Director: Ann Hostens
Account Executive: Tim Janssens
Online Strategic Planner: Kristof Janssens
Strategic Director: Henk Ghesquière
Producer: Maarten Debulpaep
Photographer: Geert de Taeye
Online production: Bregt Rogiers