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Kia partners with Microsoft Advertising to launch MSN 'Storyboard' campaign

The Kia campaign runs on MSN on both desktop and mobile

Car manufacturer Kia has engaged Microsoft Advertising’s new creative format ‘Storyboard’ for MSN to showcase its GT, Rio, Picanto and Sportage models.

The campaign, which runs for 24 hours from today (Friday 26 July), forms part of Kia’s wider focus on driving customers to become brand ambassadors. Also running on MSN mobile, the display ad expands upon a click or drag motion to reveal immersive video content and an image gallery for each car.

Wayne Baxter from Havas Media explained the decision to use the new format, commenting that ‘Storyboard’ “fit strongly with Kia’s proposition” and could “drive reach of our Q3 CARS customer-advocacy message as well as show off our stunning range of vehicles”.

Head of advertising solutions at Microsoft Advertising, James Hayr, added: “Kia was keen to reach as large an audience as possible – targeting a very broad demographic of 25 to 50 year olds – so an MSN homepage takeover was the perfect solution.

“By designing the format in a way that consumers purposefully engage with it, we ensure that they actually want to explore the advert, rather than simply bombarding them with content….we’re committed to putting consumers first, connecting them with brands in a relevant, valuable way.”

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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