Campaign details
Brand: Kia CarsLead agency: AnsibleRegion: North America
Objectives
Kia needed a larger foothold in the hybrid/electric auto segment. In 2016 they had a 1% market share selling only 1728 Soul EVs out of 144,455 hybrid/electric cars sold in the USA. This trailed their overall 2016 market share of 3.7% across all vehicles.
Having a strong presence in the hybrid/electric segment is critical for future business success as this is the fastest growing auto segment and it's important strategically due to the halo-effect it has on brand perceptions across the portfolio (lifting Kia's association...