Kia reinvents the consideration phase with interactive video
Forte campaign raises bar on CTR, engagement rate and time spent
- Forge a strong, differentiated position in a crowded compact auto segment for the Kia Forte
- Identify consumers in-market for a new vehicle within the Forte competitive set
- Create a high impact and immersive digital ad experience that resonates with audience and feels VIP, user-focused and customized
- Outperform CTR, engagement rate and time spent ad benchmarks
- Reach in-market Forte or competitive set auto intenders within high affinity categories: Entertainment, Technology and Social Media
- Create a virtual showroom experience that allows audiences to engage with interior and exterior vehicle features
- Activate and optimize across all environments towards branding and performance KPIs leveraging proprietary AI-driven algorithms
video completion rate on multiscreen video
consumers reached through contextual targeting
increase in engagement rate with interactive ad units
The high impact mobile and video campaign we executed with Amobee was designed to create an immersive experience highlighting the standout design and VIP features of the Kia Forte in a way that resonated with our dynamic on-the-move target audience.
- Kimberley Gardiner, Director, Marketing Communications, Kia Motors America
Amobee, in partnership with Kia and its agencies, Canvas and Innocean, reinvented how online auto intenders experience and interact with the new Forte model. Through advanced analytics tools, Amobee identified specific features a Forte auto intender would prioritize in their new vehicle. Then creating a virtual showroom that allowed consumers to interact with new features, via hotspots, within a 360-degree digital model of the Kia Forte.
For targeting, dynamic contextual strategies refined Kia’s key content pillar targeting to Movies, Electronics and Shopping interests, identified as highly skewing topics by Brand Intelligence. This strategy impacted the sales funnel by creating a larger, yet more qualified audience of consideration-stage consumers, derived refined content targeting for prospecting audiences, and led to granular insights about creative, content and vehicle engagement for both Kia Motors America and their agencies of record.