Background
Kia was expected to play by the rules. Lacking the loyalty of incumbents like Ford and Holden, second fiddle to Japanese giants and expected to play the role of little sibling to Hyundai. But a brand re-design, new product design language and ambition from HQ, allowed Kia Australia to defy the odds and shake up the competition.
Kia was expected to be subservient.
Challenge
There’s a status quo when it comes to the pecking order of the auto industry and Kia was almost on the bottom rung. With high rejection and relying on it older sibling Hyundai, to feed it value shoppers that couldn’t afford the more premium Korean marque.
New logo - new opportunities
Insight
By forging your own path, you don’t need to confine yourself to the status quo. Because when you only compete with yourself, you can ignore the competition.
EV6 - Enjoy your flight
Solution
We built a brand strategy based on Kia’s redefinition and translated that through to their brand architecture and product portfolio approach. Creating a Marketing and GTM Plan that would allow the business to reinvent itself amongst dealers and consumers alike. Embracing a new, youthful maverick character, breaking away from the shackles of expectation and forging its own path.
Results:
Decreased rejection from 25-16%
95% new brand recognition within 6mths
Integrated plan with accompanying reporting framework to ensure success, as well as the ability to merchandise it to the rest of the organisation
Went from the 6th largest auto brand in Australia to the 2nd
