mock campaign: kia ev 6
Role: Strategist
The Client: Founded in 1944, Kia is a global presence and operates in 190+ countries. The brand is known for being renowned for innovation, quality, and design and committed to sustainability. Kia also invests in electric mobility and its flagship Model is the KIA EV6.
The Challenge: Consumers are increasingly recognizing the environmental need to transition to electric vehicles, driving a surge in demand and creating a sense of FOMO among both consumers and manufacturers alike.
The Truth: The EV market is rapidly growing due to environmental concerns and technological advancements. Consumer interest is rising, driven by government incentives, environmental consciousness, and lower operational costs. Car buyers want to make their cars their own and with the Kia EV6, every drive can be made their own.
The Goal: To establish the Kia EV6 as a leading electric vehicle (EV) in the market, driving sustainable mobility and capturing significant share of the electric vehicle segment. This will be done by creating brand awareness, generate interest, and drive sales of the Kia EV6 among environmentally-conscious consumers seeking high-performance electric vehicles.
The Opportunity: Consumers prioritize trust and reliability in their choice of vehicle. Kia has the opportunity to leverage its reputation, catering to consumers who seek a seamless transition to electric mobility without compromising on reliability or driving experience.
The Final Deliverable: An experimental, interactive campaign that focuses on the traditional marketing funnel—awareness, engagement, consideration, call-to-action—that caters to each audience segment of Kia and retains them.
Step 1: awareness
EV Kronicles: Digital Documentary Series
Episode Format: Each episode will feature a different individual or family using the KIA EV6 in different locations and scenarios, ranging from urban commuting to road trips, outdoor adventures, and family outings.
Storytelling Approach: Employ a storytelling approach that emphasizes the personal experiences and perspectives of the featured individuals, capturing authentic moments and emotions as they navigate life with the EV6.
Release Platform: Streaming platforms such as YouTube, Vimeo social media channels including Facebook, Instagram, and Twitter.
Step 2: consideration
Kia Ev 6 x Google Nest
Connect all of your Google Nest products and have the same access to them through your Kia app. Need to make sure your kids get home safe? Check through the app to see where your EV6 is. Keep your family safe and connected, brought to you by Kia and Google.
Step 3: engagement
VR Test Drive
City Traffic
A busy city scenario and traffic jam. Highlight EV6's quiet cabin, responsive handling, and customized entertaining features.
Step 4: Call-to-Action
Website New Section
Boost engagement by enabling customers to “drive” the EV6 across diverse environments, road & weather conditions.
Immerse the customers in all EV6's functions and features in various settings.
Special circumstances - how EV6 responds to unexpected situations.
Highlight EV6's adaptability, extraordinary performance, and driving pleasure.