Kia teamed up with The Telegraph to enrich understanding of its involvement in football, while improving consideration of its new model and increasing sales.

1.
Client:
Kia
Motors
UK
Title:
How
partnering
with
The
Telegraph
helped
Kia
achieve
their
Euro
2016
goals
EXECUTIVE
SUMMARY
Kia’s
content
partnership
with
The
Telegraph
during
Euro
2016
was
a
real
winner.
During
the
build-­‐up
and
throughout
the
tournament
itself,
The
Telegraph
created
over
100
videos.
The
videos
tapped
into
The
Telegraph’s
journalistic
talent
and
a
host
of
football
legends,
putting
them
in
and
around
the
all
new
Kia
Sportage.
This
created
content
that
built
on
Kia’s
credentials
in
football,
gave
the
chance
to
win
tournament
tickets,
and
put
our
product
front-­‐and-­‐centre
in
credible
editorial
that
resonated
with
football
fans.
This
campaign
delivered
stunning
effectiveness,
with
a
high
volume
of
car
sales
directly
attributable
to
this
activity.
(98)
MAIN
TEXT
BACKGROUND
&
OBJECTIVES
While
football
is
one
of
the
most
loved
sports
in
the
world,
it
means
different
things
in
different
countries.
The
challenge:
How
could
Kia
take
their
sponsorship
as
official
partner
of
UEFA
Euro
2016,
and
pan-­‐European
TV
campaign,
and
create
complementary
activity
that
honed
their
message
for
a
UK
audience?
That
message
was
to
enrich
understanding
of
Kia’s
involvement
in
football
while
helping
move
brand
opinion
and
awareness
among
their
core
target
audience.
Kia
wanted
to
achieve
this
by
engaging
their
core
target
audience’s
passion
for
football,
and
activating
their
sponsorship
of
the
UEFA
Euro
2016
Championship.
This
activity
would
be
a
key
opportunity
to
demonstrate
the
product
benefits
of
the
newly
launched
All-­‐New
Kia
Sportage
and
improve
purchase
consideration.
This
was
important
because
any
marketing
budget
spent
needed
to
contribute
to
2016
sales
in
the
shorter
term.
Google
Gearshift
research
shows
that
in
the
last
decade,
the
average
number
of
test
drives
per
car
purchase
has
dropped
from
an
average
of
4
to
1.3.
This
means
it’s
increasingly
harder
to
obtain
test
drives
but
that
there
is
a
far
greater
chance
of
a
test
drive
resulting
in
a
sale.
Therefore,
moving
beyond
raising

2.
awareness
of
Kia
among
football
fans,
to
drive
consideration
and
trial
amongst
our
target
Sportage
buying
audience
(30-­‐49
year
old,
progressive,
modern,
in-­‐market
car-­‐buyers)
was
essential.
Our
objectives
were
therefore:
•
Drive
engagement
with
Kia
and
football
•
Convert
this
to
consideration
of
the
Kia
Sportage
•
Drive
sales
INSIGHT
In
order
to
deliver
against
our
three
objectives,
we
needed
to
look
beyond
traditional
ATL
advertising.
To
achieve
what
we
wanted,
we
needed
a
vehicle
(excuse
the
pun)
that
would
enable
us
to
engage
football
fans
on
a
consistent
basis
throughout
the
tournament,
to
reinforce
our
football
credentials,
and
start
to
shift
consideration
by
repeated
exposure.
The
answer
lay
in
a
content
partnership.
This
choice
facilitated
longevity,
allowing
us
to
begin
our
campaign
before
the
start
of
the
tournament
and
extend
throughout,
whilst
also
growing
credibility
for
Kia’s
involvement
in
football.
Taking
a
content-­‐led
approach
also
allowed
access
touchpoints
throughout
the
funnel,
right
up
to
point
of
sale.
To
help
Kia
develop
footballing
credibility
and
to
reach
our
key
Sportage
audience,
The
Telegraph
was
chosen
as
our
dedicated
media
partner
for
the
campaign,
given
the
demographic
profile
of
their
readership
and
the
news
brand’s
strong
reputation
in
football.
THE
PLAN
In
collaboration
with
The
Telegraph
we
created
and
amplified
a
raft
of
content.
Build
Up
• We
created
four
in-­‐dealership
live
events
featuring
ex-­‐professional
players,
which
both
drove
footfall
and
generated
content
for
amplification
on
The
Telegraph
and
Kia
owned
channels.
• This
was
accompanied
by
a
digital
penalty
shoot-­‐out
game
featuring
David
James
that
not
only
offered
players
the
chance
to
win
a
Sportage,
but
also
drove
brochure
requests.

3.
In
Tournament
• During
Euro
2016
itself,
we
sent
Thom
Gibbs
–
Editor
of
the
Daily
Telegraph’s
sport
website
–
on
a
tour
of
France
in
the
all-­‐new
Sportage,
capturing
the
reaction
live
from
the
events,
attending
games,
visiting
fan
parks
and
soaking
up
the
atmosphere.
The
result
was
a
36-­‐day
video
series
amplified
on
The
Telegraph
and
Kia
owned
channels.
• 8x
half
page
features
across
print
and
digital
with
Sky
Sports
commentator,
ex-­‐Arsenal
legend,
and
Telegraph
writer
Alan
Smith,
featuring
some
of
the
greatest
moments
from
the
tournament.
• Five
7x6
display
strips
in
the
print
edition
of
The
Telegraph
Sport.
• Five
online
takeovers
of
The
Telegraph
Sport.
• Sponsorship
of
Euro
2016
editorial
newsletter
and
content
slot
throughout
the
tournament.
(31
newsletters
in
total)
Overall,
we
ran
106
videos
across
the
campaign,
all
amplified
across
Telegraph.co.uk
and
mobile
channels.
All
this
content
ran
with
a
competition
to
win
tickets
to
the
tournament.
Both
this
competition
and
the
David
James
game
allowed
us
to
collect
customer
data
and
gave
us
warm
prospects
to
engage
around
brochures
and
test
drives.
RESULTS
The
Telegraph
partnership
delivered
outstanding
results
against
all
three
campaign
objectives:
Engagement
success:
The
partnership
smashed
expectations,
beating
KPIs
by
an
average
of
13%:
•
835,000
total
video
views
(277,000
of
Dealer
Event
content,
and
558,000
of
Thom
Voyage).
•
126,000
game
plays.
•
213,000
visitors
to
our
Kia
centralised
hub.
Consideration
success:
Research
showed
that
consideration
to
purchase
a
Kia
amongst
those
exposed
to
the
campaign
grew
by
47%.
With
tough
targets,
and
a
backdrop
of
the
most
cluttered
media
environment
of
the
year,
we
adopted
a
collaborative,
content-­‐led
approach
to
communications,
which
engaged
customers
and
scored
on
every
front.
By
partnering
with
a
news
brand
that
has
a
reputation
for
quality
football
coverage,
which
enabled
access
to
journalistic
talent
as
well
as
ex-­‐professional
players,
plus
an
in-­‐built
daily
audience
that
perfectly
matched
the
target
buyer
for
our
new
model,
we
could
rapidly
build
credibility
and
engagement
in
football.
This
could
then
quickly
be
turned
into
an
actionable
conversation
with
potential
customers
about
how
good
our
new
Kia
Sportage
really
is,
ultimately
driving
consideration
and
sales.

4.
Kia’s
content
partnership
with
The
Telegraph
during
Euro
2016
was
a
real
winner.
CLIENT
VIEW
Maaike
De
Vries,
Events
&
Sponsorship
Manager,
Kia,
said:
“The
proposal
from
The
Telegraph
stood
out
for
its
variety
in
elements
that
were
offered,
over
and
above
just
reach:
events
at
dealers,
content,
solid
business
KPI
commitment,
engagement,
printed
media,
on-­‐line
media
and
social
media
and,
for
Kia,
unprecedented
access
to
talent.
It
was
a
pleasure
to
work
both
with
Havas
and
The
Telegraph.
The
partnership
worked
extremely
well
and
delivered
over
above
expectation.”
Ben
Ball,
Group
Head
of
Sport,
Telegraph
Media
Group,
said:
“We
are
absolutely
delighted
that
Kia’s
trust
in
The
Telegraph
to
deliver
such
a
demanding
project
has
been
rewarded
with
such
compelling
results.
This
campaign
has
really
surpassed
all
expectations
and
shows
what
can
be
achieved
through
ground
breaking
content.'