The Brief
Kia Motors approached Spin Communications (now WeAreDigital) to develop a campaign that would give the general public an opportunity to experience a Kia car, without having to visit a dealer.
The brief was open to any communication channel that would educate people on the entire Kia range and encourage people to book a test drive.
The Solution
Spin developed a roadshow program that involved showcasing key Kia models in major shopping centres in each metropolitan city, with trained staff demonstrating the models and providing a personalised service for interested patrons.
Digital was identified as an essential channel for the program, with the potential to showcase the entire range and collect details from people interested in booking a test drive or follow-up.
An engaging touch screen kiosk application was developed that featured all Kia cars, with different colour options, detailed photos and videos available for each model. This enabled people to explore the entire range at the events and drill down on the different specifications.
An onscreen keyboard captured people's details, with the leads routed via Kia's CRM platform to local dealers to follow-up.
My involvement
I was responsible for managing the project from start to finish and providing technical and client support throughout the program.
Responsibilities included:
- Project planning and specification
- Managing design and development process
- Sourcing content and kiosk hardware
- Installation and platform testing
- Technical support to stand staff
- Wrap-up report with key learnings