Нестандартная реклама "Lie detector", бренд: Kia, агентство: LDV United
Название: Lie detector
Агентство: LDV United
Рекламодатель: Kia Motors Corp.
Бренд: Kia
Страна: Бельгия
Сектор бизнеса: Автомобили
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| Marc Coopmans | Kia Motors | Communications Manager / Public Relations Manager |
| Kristof Snels | LDV United | Creative Director |
| Pieter Staes | LDV United | Copywriter |
| Manuel Ostyn | LDV United | Art Director |
| Ann Hostens | LDV United | Client Service Director |
| Tim Janssens | LDV United | Account Executive |
| Kristof Janssens | LDV United | Online Strategic Planner |
| Henk Ghesquière | LDV United | Strategic Director |
| Maarten Debulpaep | Kanakna | Producer |
| Geert de Taeye | Geert de Taeye | Photographer |
| Bregt Rogiers | Make Agency | Online production |
Describe the brief from the client: 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.
Describe the results in as much detail as possible. 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%.
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