Objective

Launch KIA with their Sportage variant and aim to establish itself as key player in the automotive industry and gain market share from competition.

Challenge

To break the oligopoly of three established players (Toyota, Honda and Suzuki) in the market while at the same time create new segment of a Mini SUV to upgrade hi-end sedan consumers of Civic & Corolla.

Solution

To create differentiation and disruption, we used a 360 media approach to capture audience using various targeting combinations in conjunction with customized creatives to drive the idea of ‘Being Different’ which lead to the acceptability of the new segment offering.