Kia Motors: Kia Soul EV £2.80 Campaign

This case study examines how Kia, the automotive maker, launched the Kia Soul EV in the UK with a stunt intended to educate people about the economic value of an electric car.

Kia Motors: Kia Soul EV £2.80 Campaign

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Campaign overview

To launch the Kia Soul EV, the company needed to change the way drivers had always thought and persuade them to consider and then choose an electric car.

In line with Kia's proposition The Power to Surprise, it performed a highly disruptive stunt that boldly demonstrated how the car would benefit potential customers.

The campaign had consumers literally queueing down the road, drummed up wider publicity and delivered an astonishing increase in traffic to kia.co.uk.

Strategy

Going electric was a daunting change and easy for consumers to avoid....

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