Kia Motors: Kia Soul EV £2.80 Campaign
VCCPme
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....